Healthy Options Extends RELEX Partnership to Strengthen Pricing and Fresh Operations Across the Philippines

Philippines’ leading specialty retailer adds pricing, fresh optimization, and pick to zero capabilities to its RELEX platform to protect margins and better serve customers

Healthy Options, the Philippines’ leading retailer of natural and organic products, has expanded its use of the RELEX Solutions platform, adding price optimization, fresh optimization, and pick to zero capabilities across its stores and distribution centers. The implementation is being delivered in partnership with Genie X.

The retailer first deployed RELEX forecasting and replenishment capabilities in October 2025, consolidating supply chain planning across thousands of SKUs. This expansion extends that foundation to pricing and fresh operations, where shifting consumer expectations require faster, more data-driven decisions.

Healthy Options had been managing pricing through manual, spreadsheet-based processes that made it difficult to react quickly to market shifts. As the company has grown, so has the complexity of balancing competitive pricing with margin protection and its positioning as a premium quality retailer. RELEX Price Optimization will give Healthy Options access to price elasticity data to support pricing calls that keep the business customer-centric without eroding margins.

RELEX Fresh Optimization will support the retailer in reducing waste, improving availability, and ensuring its fresh assortment consistently meets the quality standard customers expect. By running forecasting, replenishment, pricing, and fresh optimization on a unified AI-driven platform, the business will be able to make more connected decisions across its operations.

“As our business continues to grow, we need tools and capabilities to respond to the market with greater speed and confidence,” said Romy Sia, Managing Director at Healthy Options. “Expanding our partnership with RELEX enables us to make smarter, data-driven commercial decisions while staying true to what sets Healthy Options apart as a retailer: offering our customers the highest-quality products while delivering exceptional shopping experience

“Retailers in this market move fast, and pricing decisions that take days instead of hours create real commercial risk,” said John Boe, Senior Director at Genie X. “Working with RELEX, we’re helping Healthy Options put the right data in front of the right people so every pricing call is grounded in what customers want and what the business needs.”

“Healthy Options saw strong results from their initial RELEX implementation and moved quickly to bring more of their commercial operations onto the platform,” said Rod Talbot, VP APAC at RELEX Solutions. “This is the first fresh optimization deployment we have delivered in the Philippines, and it reflects the growing confidence retailers in this market have in AI-driven planning as a real commercial advantage.”