Store Spotlight: Apothecary 27
Joe Jackson, founder of Apothecary 27, tells Rosie Greenaway how he created a tranquil hub of health and wellness for the Haslemere community, and shares his secret to successful retailing.
When Joe Jackson moved from employee to owner of a Haslemere health food shop in 2017, he realized that both his age and lucky number were mirrored in the store’s postcode, GU27 – and so it was that Apothecary 27 was born. Despite 30-plus years in business, the store ‘wasn’t performing well’ before Jackson’s acquisition, but the rebrand propelled it to new heights, transforming a shop previously seen by locals as ‘too expensive’ into the beloved wellness destination it is today.
Aspirational yet achievable
With ‘aspirational yet achievable’ as part of his mission statement, Jackson set about lowering prices to increase accessibility for his built-in customer base. Over the years that followed he grew his community by positioning Apothecary 27 as a ‘little hub of health and wellness, where people feel comfortable coming in and opening up about their health concerns’. His aim remains to deliver a truly personal service and be a ‘voice that people can trust’. Approximately 70% of his loyal customers are welcomed by first name when entering the calm, peaceful space – that’s how deeply committed Jackson’s staff are to offering meaningful connection and a personal touch. “I think that’s what people like most about us.”
If you ask Jackson to describe Apothecary 27, he’ll say it’s ‘clean, serene and safe’. Clutter has no place here – in fact, keeping order is an important pillar of his philosophy, in business and in life, and it shows aesthetically in the branding and fresh interior design. “I’m not a big fan of chaos. When the area around me is chaotic I can’t think straight.”
Another approach which pays off is his belief in ‘selling with integrity’. “I know a lot of stores – not necessarily health stores – will charge people higher prices … or try and get the sale regardless of whether the customer needs it, whereas I like to build that relationship so we don’t feel like we’re pushing things on them.” COVID might have impacted retail but Jackson and his team held strong, and although the current site doesn’t allow for expansion, thoughts of a second store – or perhaps a wellness space for events, therapies and a healthy café – continue to percolate.
Located away from Haslemere High Street, Apothecary 27 operates in an affluent area and, while footfall fluctuates, Jackson has observed average spend increase, helping to balance rising business bills. “This year has started off above expectation, so I’m hoping in 2024 we’re all going to turn a corner.”
By Rosie Greenaway, editor