HOW RETAILERS LIKE CVS, DSW AND LENSCRAFTERS ARE TAKING WELLNESS TO NEW HEIGHTS

Soothe me, heal me, while nourishing my mind, body and soul, said the masses. As everyday consumers push the health-and-wellness movement from the earthy-crunchy margins to the mainstream, retailers are going beyond selling Fitbit wellness trackers and organic, gluten-free bread. Ushering in the next iteration of healthy-living consumerism, merchants are taking on the overtones of the medical, psychotherapeutic and fitness communities. They’re wrapping the sale of “better for you goods” in services and experiences that aim at a kind of holistic, mind-body-soul approach to wellness, from a “Soul Lounge” that sells custom-orthotics at DSW to meditation workshops at Eileen Fisher stores.