Whole Foods just became more Whole Food-ish.
The company's in the middle of rolling out a new store brand.
It's called Friends of 365.
Smaller, just as natural organic healthy, you know the drill.
Here's the twist, though: Bloomberg reported today, and the company confirms, that the new stores will also host smaller pop-up shops.
Record stores, perhaps. Vinyl, of course. Or, tattoo parlors.