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Retail roll out begins for Joe Wicks The Body Coach

Live cooking demo to take place at John Lewis Westfield ahead of wider retail cookware launch.

The retail roll out of Joe Wicks’ new cookware line is building apace, with The Body Coach due to present a live cooking demo at John Lewis in Westfield London tomorrow (Friday, August 17).

Joe will be using products from his Hard-Anodized cookware line from Meyer during the demo, which will be followed by a Q&A with influencers and fans.

The Hard-Anodized range launched as a time-exclusive at John Lewis this month and includes Joe’s hero product, a 26cm All Round Pan with Lid, as well as some exclusive colourways of the tools and gadgets.

The day – which sold out shortly after it was originally announced by Westfield – includes a ‘Breakfast with Joe’ session with health and food influencers, followed by a ticketed event at 10.30am where attendees will see Joe rustle up some lunch, take part in a Q&A and receive a free ‘Prep Like a Boss’ spatula.

Joe’s cookware range consists of Hard-Anodized, Stainless Steel and Aluminium cookware, Food Preparation tools, Utensils, Knives and Bakeware.

The roll-out of the wider range will follow hot on the heels of the John Lewis launch, including time exclusives of the Stainless-Steel range for Debenhams and Joe’s Aluminium range at Dunelm, before flowing through to wider retail accounts including Shop Direct, Ocado, Morleys and Argos.

In his Licensing Lookout column this week, Start Licensing’s Ian Downes reports on how he spotted some of the new Joe Wicks line in Ely’s department store in Wimbledon.

The licensing programme for Joe Wicks is being handled by Global Merchandising Services.

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