Woo, a brand backed by the UK’s broadcasting television network ITV, has launched a new ‘mood-led’ Marketplace centred on the subculture of wellness.
The feel-good marketplace, an emotionally engaging e-commerce platform, offers a special selection of products (both new and pre-loved) with a lateral take on wellness, including homeware and tech, beauty and fashion, lifestyle and art, along with special live therapeutic experiences, like hypnosis and private breathwork.
The marketplace itself will allow customers to shop based on their moods, with filters such as ‘Trippy’, ‘chill’, and ‘Horny’ among the possible selections.
As part of its operations, Woo will house emerging designers, brands and names-to-know alongside cult favourites, only partnering with brands that share a similar mission and value system.
Woo will launch alongside four curated designer brands – More Joy, Shrimps, AGR and Garb store as well as a selection of accessories from the likes of Christianah Jones.
Furthermore, the marketplace will feature a number of pre-loved designer fashion labels, all of which have been curated by resellers Sylk, Rotaro and Nordic Poetry. It will also feature minority-owned businesses and Gen Z entrepreneurs with a focus on sustainable, gender-neutral products and services designed to make customers feel good and express themselves.
Shoppers will also be able to purchase activewear from adidas, The Upside and Veja.
Since its launch in April 2022, Woo emphasises on rolling out digital-first ‘feel good content’ via podcasts and interviews. It was also featured in a docuseries on Gen Z realities on ITV’s website.
Its CEO and founder, Stephen Mai, has formerly worked with Asos, MTV, I-D, and Vice, in roles that revolved around youth content creation and marketing.
In a release, Mai said: “We’ve partnered with 150+ brands that share a similar mission to featuring minority-owned businesses and Gen Z entrepreneurs with a focus on sustainable, gender-neutral products and services designed to make customers feel good. And we’ve taken ‘personalised’ shopping to another level.”
“Our feel-good store is the perfect antidote to the toxic and anxiety-inducing wave of drop culture and fast fashion retail. We’re tackling real issues that Gen Z are passionate about and have totally redefined every trope to shift how society at large sees the wellness space.”
