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Oriola and Kesko open the first Hehku stores – challenges international online stores


News 24 January, 2018 at 12.00

Oriola and Kesko open the first Hehku stores – challenges international online stores

The first Hehku wellbeing stores will open tomorrow at the Forum shopping centre in Helsinki and in Koivukylä, Vantaa. The goal is to create the biggest nationwide chain of stores specialising in wellbeing, with a total of 100 Hehkus opening in upcoming years. The online store at will also launch tomorrow, making Hehku’s selections available everywhere in Finland.

At the online store at, customers will find nearly 10,000 products and great offers, delivered to more than 2,000 pick-up points by Hehku’s partners Posti, Schenker and Matkahuolto.

“We will open 30 Hehku stores this year, while our online store allows us to already serve customers nationwide. Our goal is to provide a seamless customer experience at the stores and online. Customers can redeem personal benefits also online and book appointments for the services offered at the stores. intends to compete with international online cosmetics stores with excellent customer service, says Tuomas Mattelmäki, Hehku’s Managing Director.

Customers will accrue Plussa from all purchases at Hehku, and customers who subscribe for the newsletter will also get personalised benefits automatically with their Plussa cards.

An exciting selection of products for comprehensive wellbeing

Hehku’s offering covers five areas: nutrition, recovery, exercise, beauty, and health. The wide selection of products includes both established brands and new international labels. Hehku will bring new products to the Finnish market, including the Floxia and Ziaja Med skincare lines developed by healthcare professionals. Established products from Möller, Lumene and Biotherm will be joined by interesting up-and-coming Finnish products such as the Olivia Klein skincare range and the Puhdas+ and Biomed nutritional supplements.

Hehku will also offer natural cosmetics, such as Patyka, a French luxury brand, and Mádara, which has firmly established itself as a favourite among Finns.

In addition to cosmetics, Hehku offers products for health and wellbeing, including nutritional supplements, wound care products and products for childcare and for women at various life stages.

Hehku experts chosen among over 1,000 applicants

In addition to the products, Hehku stores offer expert advice and services that promote wellbeing. The first services on offer will be beauty-related.

Over 1,000 applications were submitted during Hehku’s first recruitment campaign, and 70 wellbeing professionals, such as cosmetologists, beauty and cosmetics experts, pharmacists, nutritional therapists and personal trainers, were hired. As more stores are opened, more professionals will be needed, and the chain is set to employ 200 people this spring. Applications can be submitted via

The first stores in Forum, Helsinki and Koivukylä, Vantaa employ some 10 experts of various fields.

“Offering the best possible customer service is in the job description of every Hehku employee. We offer expert advice at our stores and also via chat at,” says Katja Lee, Director of HR.

More Hehku stores will open across Finland this spring

Stores opening in February:

  • Helsinki Easton 
  • Tammisto, Vantaa
  • Kuninkaankulma, Tampere
  • Mylly shopping centre, Raisio
  • Pekurinkulma and Ideapark shopping centres, Oulu.

Stores opening in March:

  • Ruoholahti shopping centre, Helsinki
  • Länsikeskus, Turku
  • Turtola, Tampere
  • Nokia
  • Matkus shopping centre and Päiväranta, Kuopio
  • Forum shopping centre and Keljo, Jyväskylä
  • Jouppi, Seinäjoki.

The final store to open this spring will be located in the Skanssi shopping centre in Turku.

Store openings will continue in the autumn and in total 30 stores will be opened across Finland this year. Hehku will expand further in upcoming years, eventually forming the biggest wellbeing chain in Finland with 100 stores.


Further information:
Tuomas Mattelmäki, Managing Director, tel. +358 400 640 403,
Katja Lee, Director, HR, tel. +358 50 433 0001,


Hehku is an entirely new type of store chain specialising in products and services that promote wellbeing. The nationwide chain wants to help everyone find their own way of feeling better. Hehku offers professional advice, a selection of nearly 10,000 products, and services at both physical stores and online. Hehku will open a total of 30 stores and recruit 200 wellbeing professionals across Finland this year. The goal is to build a nationwide chain of 100 stores and offer 1,000 new jobs.