Dublin-based retailer Primark is tapping into the $4.2 trillion wellness economy with a collection of products grounded in the mantra comfort, rest, and reflection. The range is an extension of the retailer’s new sustainability commitment and was launched in its first pop-up store at Boxpark in Shoreditch.

The temporary 1,500-sq-ft space houses the brand’s new Wellness collection featuring over 75 products across womenswear, menswear, homeware, and skincare. The retail design of pop-up reflects the guiding principles of the Wellness collection, using FSC -certified wooden fixtures, cardboard hangers, and recyclable display panels.

The pop-up coincides with the Primark Cares initiative. According to Primark, “using organic cotton, recycled and sustainable materials, the Primark Wellness range has been designed with an environmentally friendly focus” as part of their commitment as a responsible retailer.

Roger Wade, CEO and founder of Boxpark, said to Drapers, “We’re excited to bring such a popular fashion brand to East London to launch its first-ever pop-up and introduce its new Wellness collection. At Boxpark Shoreditch, we deliver a unique shopping experience via our community of independent brands as well as familiar faces, specializing in fashion, lifestyle, arts, food and drinks—we think Primark’s Wellness range is a great fit.”

The Primark Presents Wellness pop-up will be open until March 8, and select parts of the Wellness collection will also be available in approximately 200 UK and US stores.