Healthcare
Grüns reached a $50 million run rate in its first year on Shopify Plus, with over 90% of revenue from subscriptions and five brands on the platform.
Grüns reached a $50 million run rate in its first year on Shopify Plus, with over 90% of revenue from subscriptions and five brands on the platform.
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Healf is a UK health technology and wellbeing retailer that set out to bring order and credibility to a fragmented wellness market. Launched on Shopify in 2021 by two brothers who still had day jobs at the time, it has grown into a curated marketplace of more than 400 brands and over 5,000 SKUs, organised around four pillars of wellbeing: Eat, Move, Mind and Sleep.
Shopify's published case study reports that Healf tripled its revenue in 2024, has achieved a three-year compound annual growth rate of more than 500%, and was on track for 100 million pounds in sales in 2025, all within the UK. Rather than relying on a single breakthrough feature, the founders credit the wider Shopify ecosystem of native tools and apps for letting them add capability quickly as the business evolved.
Healf was founded in 2020 by brothers Max Clarke and Lestat McCree and launched in 2021. Both founders came to wellness through personal health frustrations: Max had suffered from chronic nosebleeds and found little effective help from doctors and specialists, while Lestat struggled with mobility for six months after an injury sustained during high-performance training. Searching for solutions, they encountered a wellness market crowded with products that often lacked ingredient transparency or scientific credibility. Healf was created as a curated platform to help consumers find trustworthy products, and its team has since grown from seven people to more than 100.
When Healf started, the founders were still working other jobs, so the platform they chose had to be quick to launch, flexible enough to adapt as the concept matured and capable of scaling if the idea took off. They needed to present a curated, editorially rich brand experience rather than a generic catalogue, which matters in wellness, where customers want guidance and context before they buy.
As the business grew, the challenges shifted from launching to scaling. The product library expanded from around 250 SKUs to more than 5,000, and the brand roster grew from 40 to over 400. Merchandising thousands of products from hundreds of brands, maintaining editorial quality, running subscriptions, supporting affiliates and influencers and keeping data accessible for decision-making all had to happen without the platform becoming a bottleneck for a fast-moving team.
Max Clarke had seen Shopify perform at his previous company, the nutrition brand Huel, which made it a natural choice. Healf selected Shopify for its simplicity, integrations and scalability, starting with out-of-the-box themes and then progressively customising and extending the platform as the business grew. The guiding principle was to plug in new capabilities whenever a customer experience challenge appeared, rather than building everything from scratch.
Shopify Payments simplified card acceptance and checkout, with Apple Pay and buy now, pay later options including Klarna giving shoppers flexibility on higher-value wellness purchases.
Matrixify supports merchandising across thousands of SKUs through tagging, automation and custom collection pages, while Shopify's product recommendations make collection pages adapt to individual preferences. This combination lets a lean team keep a vast curated range navigable.
Recharge powers subscriptions for products customers reorder regularly, and Klaviyo drives customer engagement across email. Together they help turn one-off purchases into ongoing relationships.
Shopify Collabs supports affiliate marketing, while Snowball and Archive help run editorial marketing and influencer programmes. Native Shopify tools and Bloggle handle editorial content on the store itself.
Healf also launched Healf Source, an educational platform with a headless frontend connected to Shopify's backend, extending the brand's content-led approach while keeping commerce data in one place.
Healf did not undertake a single big-bang project. It launched on Shopify in 2021 using standard themes, then grew in phases, adding apps and customisations as each new need emerged. The catalogue expanded more than twentyfold over that period, and the brand count grew tenfold. The company is now building Healf Zone, an AI-powered membership experience that combines at-home blood testing with algorithm-driven product recommendations and expert guidance, illustrating how the same platform foundation continues to support new propositions. Healf also plans to expand into new markets beyond the UK.
The figures in Shopify's case study describe exceptional growth. Revenue tripled in 2024, the business has sustained a three-year compound annual growth rate above 500%, and it was on track for 100 million pounds in sales in 2025, entirely from the UK market. The platform now carries more than 5,000 SKUs from over 400 brands, and the team has grown from seven to more than 100. The founders emphasise that success came from the ecosystem as a whole: whenever a customer experience challenge arose, there was an app or native feature to address it, and data could be pulled in whatever format the business needed.
Healf launched on standard themes and added customisation only as needs became clear. Growing businesses can move faster by avoiding heavy upfront builds and letting real customer demand shape the roadmap.
In a category where credibility is a concern, Healf invested in editorial content and a curated range. Brands in health and wellness can differentiate by helping customers understand what they are buying, not just by offering more products.
The founders stress that no single feature drove their success. Selecting a platform with a broad, mature ecosystem gives a growing business options when unexpected requirements appear.
Shopify, Shopify Payments, Shopify Collabs, Shopify product recommendations, Recharge, Matrixify, Klaviyo, Klarna, Bloggle, Headless frontend
This story is compiled by the ONEXT DIGITAL editorial team from public sources and is shared as an industry reference. Healf is not an ONEXT DIGITAL client.
Sources: https://www.shopify.com/case-studies/healf
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