Retail chain Max-Wellness is planning a $5 million fundraise, but the company could reveal bigger news in the next month.

Max-Wellness LLC — the latest venture of retail maven Michael Feuer — has raised $1.1 million on the way to a $7 million institutional fundraise.Feuer is building what he hopes will be a national chain of Max-Wellness stores that stock a growing array of health products, from vitamins, blood pressure monitors and sleep aids [...]

Michael Feuer is learning a thing or two about health and wellness retailing from his latest venture, Max-Wellness.The co-founder and founding CEO of office supply superstore OfficeMax launched a chain of wellness products stores early this year. The stores stock a growing array of health products, from vitamins, blood pressure monitors and sleep aids to [...]

Michael Feuer is the self-described “marketing, creative, writing” guy who co-founded office supply superstore OfficeMax. Now, Feuer is adding a sense of drama to health and wellness product retailing with his Max-Wellness stores.

Companies today offer blood tests, wireless devices, wellness-styled pharmacies, incentive-based wellness programs for employees of clients, and a myriad of other services hoping to cash in on the desire to keep people healthy rather than heal (and pay for) their illnesses. “Some people argue it’s not fashionable enough yet,” said Margaret Moore, co-founder of the WellCoach Corp. and director of the Institute of Coaching at Harvard University’s McLean Hospital. “We do need to start a movement where that kind of thing can get going. All these efforts are going to help.”