At "Plant & Plate," shoppers can purchase home decor, beauty and bath and garden items, and marks the grocery retailer's latest venture into experiential retail

Challenged by the rise of e-commerce and food delivery options, Whole Foods is looking for new ways to engage its audiences with its new home and garden emporium. The store-within-a-store concept recently debuted at the newly-opened Whole Foods location in Bridgewater, NJ, and sells planters and plants, kitchenware, bath products, home decor items and jewelry.

All of the items are “rooted in nature,” according to the company, while locally-produced goods, such as floral crafts from nearby Hoboken and pottery made in the town of Bridgewater itself, tie into the Whole Foods ethos of local and sustainable products. “Bringing in new items that are trending like handmade pottery, copper accessories, and seasonal home décor pieces, we are adding another layer to our customer's shopping experience. It's easy to stop into the shop and pick up a little gift for someone (or for yourself!) while on a regular trip to the grocery store,” said company spokeswoman Genevieve Monett, in a statement to PopSugar.

The new concept expands Whole Foods' value proposition and positions the organic food outlet to compete more directly with the likes of Walmart and Target, which have aggressively moved into the fresh produce category, as well as more traditional specialty home and garden retailers like Lowe's, IKEA and Bed Bath & Beyond. Additionally, the store is a prime example of the fast-growing trend of experiential retail, giving shoppers a reason to stop by or stay longer for items other than produce, creating a unique and engaging shopping experience that e-commerce retailers can't replicate.

The Plant & Plate concept is just one of a number of new ideas Whole Foods has implemented since it was purchased by Amazon last year. It now sells the e-commerce giant's home products, like its Echo speakers, at pop-up stores at select locations. Prices have also been slashed to better compete with Walmart, which has been growing its number of organic produce options and is similarly offering new, experiential services at its stores.

As for Plant & Plate, the company says the store has already proven popular with shoppers since launching in March. While it's currently only open at the Bridgewater location, Monett told PopSugar that the company is “excited to see where it leads us in future store designs and concepts,” indicating that the idea could be replicated at other locations.

Whole Foods

Challenged by the rise of e-commerce and food delivery options, Whole Foods is looking for new ways to engage its audiences with its new home and garden emporium. The store-within-a-store concept recently debuted at the newly-opened Whole Foods location in Bridgewater, NJ, and sells planters and plants, kitchenware, bath products, home decor items and jewelry.

All of the items are “rooted in nature,” according to the company, while locally-produced goods, such as floral crafts from nearby Hoboken and pottery made in the town of Bridgewater itself, tie into the Whole Foods ethos of local and sustainable products. “Bringing in new items that are trending like handmade pottery, copper accessories, and seasonal home décor pieces, we are adding another layer to our customer's shopping experience. It's easy to stop into the shop and pick up a little gift for someone (or for yourself!) while on a regular trip to the grocery store,” said company spokeswoman Genevieve Monett, in a statement to PopSugar.