Elevate Expands Premium Smoothie Concept in London's Competitive Market

Elevate, a wellness brand that specializes in premium, functional smoothies, has recently launched in Selfridges, London. Founded by Julia Baldet, the brand is designed to cater to busy professionals who prioritize health but lack time for complex nutritional choices. The decision to open in Bank, a less traditional wellness area, was driven by the high footfall and the need to serve a customer base akin to Baldet's own past experiences in investment banking.

Since its first site opening in June 2025, Elevate has distinguished itself by offering smoothies that incorporate protein and supplements, moving beyond the traditional fruit and yogurt blends. The brand aims to fill a gap in the market by providing a credible, premium smoothie option that combines convenience with health benefits.

Julia Baldet leveraged her background in finance and private equity to secure £400k ($529k) in pre-seed funding. Despite the challenges of fundraising, Baldet's financial expertise played a crucial role in building the business model and communicating effectively with investors. Her entry into Selfridges was facilitated by a connection made during a pitch day organized by Steven Bartlett's Flight Fund, which led to an introduction to Selfridges' Foodhall team.

Elevate's presence in Selfridges allows the brand to reach a more diverse customer base, including luxury shoppers and tourists, offering an opportunity to test the brand's appeal to an international audience. Baldet emphasizes the importance of feedback and continuous iteration in improving the customer experience, a lesson learned from her initial months working directly in the store.

Baldet's practical approach to product development focuses on balancing functionality with craveability. She acknowledges the importance of repeat purchases, stating that a product must taste great to succeed, regardless of its nutritional value. The brand's pricing reflects its commitment to quality, using high-quality ingredients without compromising on cost.

As Elevate continues to grow, its long-term goal is to become a modern wellness brand that resonates with customers across various touchpoints. The brand's success in building customer habits around its products is seen as a promising sign of its potential to expand beyond its current locations.