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Hehku is Oriola and Kesko’s new store chain specialising in wellbeing


The first Hehku stores will open at the end of January in the Forum shopping centre in Helsinki and at K-Citymarket Koivukylä in Vantaa. The online store at will be launched at the same time.

More stores will open in February in the Easton shopping centre in Helsinki, at K-Citymarket Tammisto in Vantaa, at K-Supermarket Kuninkaankulma in Tampere, in the Mylly shopping centre in Raisio, and in the Pekurinkulma and Ideapark shopping centres in Oulu. In March, stores will open in the Ruoholahti shopping centre in Helsinki and at K-Citymarket Turtola in Tampere, K-Citymarket Länsikeskus in Turku and K-Citymarket Nokia in Nokia. In Kuopio, Hehku stores will be found in the Matkus shopping centre and at K-Citymarket Päivärinta.

In total, we will be opening 30 Hehku stores across Finland and recruiting 200 wellbeing professionals next year. Our aim is to build a nationwide chain of 100 stores, and create some 1,000 jobs in the process,” says Tuomas Mattelmäki, the Managing Director of the new chain.

Established brands and interesting new labels

Hehku will offer a unique selection of products and services that promote wellbeing.

We will employ experts in the fields of health, beauty, nutrition and exercise, and offer professional and personal service. Hehku’s first services will be beauty related, but we will expand our service offering to other areas of wellbeing later on,” says Mattelmäki.

Hehku’s extensive selection of some 10,000 products will include both established brands, such as Lumene, as well as interesting up-and-coming labels, like the Finnish Olivia Klein skincare range and the Biomed nutritional supplements. Hehku will also bring entirely new products to the Finnish market, such as the Floxia dermo cosmestics and the Neville men’s cosmetics range.

One in two Finns would like to improve their personal wellbeing

According to a recent survey commissioned by Oriola and Kesko*, despite the fact that the majority of Finns (78%) consider their level of personal wellbeing good, nearly half (48%) still see room for improvement. To increase their wellbeing, Finns are prepared to make various minor changes, for example, eat more vegetables (82%), sleep more (74%) and take better care of physical recovery (67%).

The survey results suggest that wellbeing increases with age, as one in four Finns between the ages of 65 and 74 says their level of wellbeing is very good, while only one in eight Finns aged 25 to 34 feels the same.

Health is still seen as the most important contributing factor to wellbeing. Promisingly, the survey results suggest that recovery, social ties and nutrition are considered equally important to physical exercise. Different age groups emphasise different things, but people of all ages acknowledge that there are various factors contributing to health, wellbeing and consequently beauty,” says Heidi Jungar, Strategy Director at Frankly Partners, who conducted the survey.

Further information:

Hehku: Tuomas Mattelmaki, Managing Director, tel. +358 400 640 403, or tuomas.mattelmä
Oriola: Tuula Lehto, Communications Director, tel. +358 40 588 5343, or
Kesko: Karoliina Partanen, Senior Vice President, Communications and Identity, tel. +358 40 5845 298, or

Hehku is a new nationwide store chain founded by Kesko and Oriola, specialising in products and services that promote health, beauty and wellbeing. Hehku wants to help everyone find their wellbeing. Hehku offers professional advice and a unique selection of wellbeing-enhancing products and services in both physical and online stores. The first physical stores and the online store will open in early 2018. In total, some 30 Hehku stores will be opened across Finland during 2018.

Findings from the Finnish wellbeing survey Näin Suomi voi* survey


Finns can be divided into five profile groups based on their perceived level of wellbeing and how happy they are with that level.

People with a high level of wellbeing 18%
Approximately one-fifth of Finns feel their current level of wellbeing is very good.

People satisfied with their level of wellbeing 29%
The biggest group by far are Finns who are happy with their level of wellbeing and consider the level good.

People who wish to raise the bar 25%
One-fourth of Finns consider their current level of wellbeing good, but wish to raise it even higher.

People who need support 19%
One in five Finns do not consider their level of wellbeing good and wish that they could raise it.

People who do not care 9%
Slightly less than one-tenth of Finns do not wish to improve their level of wellbeing despite the fact they do not consider the current level good.

New trends in Finnish wellbeing 

Big international wellbeing trends can also be seen in Finland. We have grouped the trends according to their current and potential impact.

Growing trends
Trends already familiar to Finns and set to grow even bigger:

  • The use of plant-based and non-meat sources of protein
  • Seeking silence
  • Activity and fitness wristbands

Potential trends

Currently minor in Finland, but likely to grow: 

  • New forms of group exercise, e.g. group jogging or walking, with the chance to meet new people
  • Snacks that improve brain functions, e.g. brain food bars or drinks
  • Fun new forms of exercise that also offer experiences, e.g. virtual reality spin classes, beer yoga or combining aromatherapy with exercise
  • City bikes
  • Life coaching services, e.g. personal trainers for both the mind and the body

Rising international trends

Still minor in Finland, but growing rapidly elsewhere:

  • Sleepwear that helps the body to recover faster
  • Digital consultations, e.g. skin analysis via computer
  • Mindfulness services, e.g. mobile applications
  • Edible beauty products, e.g. collagen drinks for healthier skin
  • Gravity blankets that calm the sleeper

* The Näin Suomi voi survey interviewed 1,036 Finns between the ages of 15 and 74 on various topics related to wellbeing. The survey was conducted in Finnish. The material is representative of the population in terms of age, gender and area of residence. Norstat Oy acted as a partner in gathering the material via a consumer panel online survey between 10 and 17 August 2017. The material was analysed by Frankly Partners.