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Whole Foods Market is differentiating its shopper experience by opening dedicated stores-within-a-store in partnership with mission-based brand Pacha Soap Co.

In May, the third Pacha store-within-a-Whole Foods opened at the grocer’s Lakeview location in Chicago. The timing coincided with Mother’s Day weekend and the partners tied in to the occasion by staging an in-store event inviting shoppers to paint “froth bombs” to give as gifts.

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