Biome Australia Expands Retail Distribution with Mecca and Go Vita Partnerships
Biome Australia (ASX: BIO) has struck new distribution agreements with Mecca and Go Vita, marking a significant expansion for its flagship Activated Probiotics range into both premium beauty and mainstream health food retail.
The company said the partnerships represent a turning point in its distribution strategy, extending reach into high-traffic retail environments while reinforcing its practitioner-led approach.
Together, the agreements open new channels to health-conscious consumers as the convergence between wellness, beauty and preventative health accelerates.
First Entry into Beauty Retail
The Mecca partnership will see select Activated Probiotics products introduced this week in the retailer’s Melbourne flagship store, which opened earlier this month as the world’s largest freestanding beauty outlet.
Spanning 4,000 sq m across several floors, the flagship includes a 220 sq m dedicated wellness hub, Mecca Apothecary, where Activated Probiotics will feature alongside a tightly curated group of wellness brands.
With an expected 50,000 weekly visitors, the flagship provides unparalleled exposure and marks Biome’s first step into beauty retail, positioning probiotics as part of a holistic approach to skin health and wellbeing.
Expanding Health Food Distribution
The Go Vita agreement gives Biome immediate access to the country’s largest health food distribution platform, with Activated Probiotics set to roll out across its 120-plus stores.
The deal also extends availability through Go Vita’s wider distribution system, which supplies more than 500 independent health food retailers nationally.
Biome said the arrangement aligns strongly with its practitioner-based model, with Go Vita employing more than 300 naturopaths and nutritionists who provide qualified recommendations to customers.
Positioning for Growth
Biome managing director Blair Norfolk said the dual partnerships are a major milestone in the company’s evolution.
“These new partnerships represent a significant milestone in Biome’s distribution evolution, extending our reach into premium retail channels that serve health-conscious consumers seeking evidence-based solutions,” he said.
Mr Norfolk added that Mecca’s decision to include Activated Probiotics in its wellness hub validates the company’s clinical research base and premium positioning, while Go Vita’s practitioner focus supports its strategy to maintain professional standards in retail expansion.
By combining beauty, wellness and health food channels, Biome said it is well positioned to accelerate growth while differentiating its Activated Probiotics brand in a competitive marketplace.