Buy Women Built takes over Whole Foods Market High Street Kensington windows to celebrate female founders

Whole Foods Market is proud to announce another landmark partnership with Buy Women Built (BWB), launching a bold window takeover at its High Street Kensington flagship store from 5am on 25th February, in celebration of female founders across the food and wellness industry.

As part of a month-long activation running until 24th March, Whole Foods Market is showcasing more than 100 female-founded brands across all six UK stores, shining a spotlight on the entrepreneurs behind some of the nation’s most loved products.

The High Street Kensington store – known for its iconic department store-style windows – has been transformed into a powerful tribute to “The Real Role Models”: the women behind the brands. The large-scale visual installation brings founder stories to life, celebrating their grit, innovation and impact, and inspiring the next generation of female entrepreneurs.

Throughout March, customers will be able to discover and shop female-founded brands in-store, supported by storytelling signage, in-store theatre and social amplification. The campaign reflects Whole Foods Market’s ongoing commitment to championing diverse suppliers and increasing visibility for women-led businesses.

Jade Hoai, Executive Leader of Purchasing said: “At Whole Foods Market, we’re passionate about championing the entrepreneurs behind the products our customers love. Supporting female-founded brands is part of our ongoing commitment to building a more diverse and innovative food and wellbeing industry. By partnering with Buy Women Built and bringing these founders to the forefront of our Kensington windows and across all six of our UK stores, we’re creating meaningful visibility for the women shaping the future of food and wellness. We’re proud to provide a platform that not only celebrates their stories but also inspires the next generation of female entrepreneurs.”

Sahar Hashemi founder of Buy Women Built added: “Visibility changes everything. When customers can see the women behind the brands –their faces, their stories, their journey – it builds connection and drives meaningful support. Partnering with Whole Foods Market on this bold window takeover is a powerful statement that female founders deserve space, scale and celebration in mainstream retail. Together, we’re not just showcasing products – we’re elevating role models.”

The activation builds on the success of previous collaborations, where female-founded brands saw significant uplift in sales and visibility. With more brands participating than ever before, the 2026 campaign aims to be the most impactful yet – creating a collective moment of visibility for women in food and wellness at one of London’s busiest retail destinations.

By elevating the stories behind the products, Whole Foods Market and Buy Women Built aim to move beyond the shelf and connect customers directly with the founders shaping the future of the industry.

Customers can shop Buy Women Built businesses and other female-founded brands in-store at Whole Foods Market locations across the UK throughout March.