Award-winning wellness brand DIRTEA has announced a new retail partnership with Anthropologie UK, marking another significant milestone in the brand’s retail expansion as demand for premium functional mushroom products continues to grow.
Following a successful launch with Anthropologie in the United States, DIRTEA products are now available in seven Anthropologie stores across the UK, including locations in London, Manchester, Edinburgh and Guildford, as the lifestyle retailer continues to strengthen its curated Beauty & Wellness offering.
The partnership sees Anthropologie stocking a selection of DIRTEA’s bestselling products, including DIRTEA Coffee, DIRTEA Matcha and DIRTEA Cacao Super Blends, Lion’s Mane and Tremella Gummies, alongside Lion’s Mane, Tremella and Reishi Functional Mushroom Powders.
Known for its carefully curated lifestyle, beauty and home collections, Anthropologie has been expanding its wellness category in response to increasing consumer demand for products that support everyday wellbeing. The addition of DIRTEA reflects a broader shift towards premium, functional wellness brands that combine quality ingredients with elevated design and strong consumer appeal.
Andrew Salter, CMO and co-founder of DIRTEA, said: “We’re incredibly excited to be partnering with Anthropologie UK, a retailer that has built such a strong reputation for discovering beautiful, design-led brands that genuinely enhance people’s lifestyles. Wellness is becoming an increasingly important part of the Anthropologie customer journey, so it’s fantastic to see DIRTEA’s drinks and gummies with benefits recognised alongside premium beauty and self-care products. Following our successful launch with Anthropologie in the US, we’re delighted to continue growing our relationship and make DIRTEA more accessible to customers here in the UK.”
Olivia Humphrey, senior assistant buyer – beauty & accessories at Anthropologie UK, said: “We chose to launch DIRTEA within Anthropologie’s Beauty & Wellness category to expand our wellness offering with a brand that sits naturally alongside our beauty assortment and customer journey. We are excited about DIRTEA’s unique inner wellbeing offering and believe the partnership is a great fit for both brands and our customers.”
The launch forms part of DIRTEA’s continued retail growth strategy as the brand expands its presence across premium lifestyle, wellness and beauty retailers. Founded by brothers Andrew and Simon Salter, DIRTEA has become one of the UK’s leading functional mushroom brands, pioneering premium products that incorporate organically grown, dual-extracted functional mushrooms into everyday rituals.
The Anthropologie launch follows a period of significant momentum for the brand, including the expansion of its retail footprint and a growing portfolio of innovative wellness products designed to support modern lifestyles.
