V&D bringing yoga into stores to lure customers

V&D department store is hoping to lure ore customers with yoga courses and other events. The store announced on Thursday that it will organize events in 15 branches every week from April 29th, Z24 reports. The events will be linked to titles by publisher Sanoma, such as VIVA, Tina and Libelle. The intention is that the 15 participating stores will soon have an event scheduled from Wednesday through Sunday every week. For example, a Fit Challenge may be issued in Magriet and readers of the magazine will be invited to participate in the V&D yoga workshop. This should also increase the sale of sportswear in the store. This initiative is part of the new policy adopted by the department store's new CEO John van der Ent. According to a spokesperson for the store, these events will not cost V&D any money - the costs will be paid by advertisers and sponsors. The cooperation and the extra publicity it brings will also be good for Sanoma.