Retail News Breaks
Latest Shoppers Drug Mart beautyBOUTIQUE opens doors
August 8th, 2014
VANCOUVER, British Columbia – Shoppers Drug Mart has opened its third enhanced beautyBOUTIQUE, this time in Vancouver, British Columbia.
The Vancouver enhanced beautyBOUTIQUE is the retailer's third, following two outlets opened last year in Toronto.
The Canadian drug chain said Thursday that this latest iteration of its upscale, store-within-store beauty concept showcases 15 prestige brands and offers customers an "elevated" beauty shopping experience. The 3,500-square-foot outlet is located inside the Shoppers Drug Mart store at Robson and Burrard in Vancouver.
The new beautyBOUTIQUE features new fixtures, digital signage, an enhanced fragrance and derm areas, accented by a "luxurious retail environment" offering shoppers a wide array of premium beauty care brands, the retailer said.
Shoppers Drug Mart noted that the boutique's design was inspired by a gift box, with the idea of unraveling a ribbon to reveal the present. Features reflecting the ribbon concept include the digital signage wrapped around the boutique and the finishing elements extending over the fixtures to the ceiling. The boutique's modern, sleek and interactive design also creates a comfortable environment for browsing while enabling customers to shop quickly, the company added.
"Our goal was to design a unique and inspiring experience leveraging our customer insights in beauty while also integrating emerging customer trends," Shoppers Drug Mart president and chief executive officer Domenic Pilla said in a statement. "Shoppers Drug Mart has always pushed the envelope when it comes to the beauty category, and as a result we have become the market leader in mass and prestige cosmetics, fragrances and skin care products and the beauty destination of choice for Canadian women."
Along with the new beautyBOUTIQUE, the renovated store at Robson and Berrard provides a broad mix health, beauty and convenience essentials, including a full-service pharmacy, the retailer said.
"It is the right time to evolve and enhance our concept to modernize the fixtures, adapt to changing shopping behaviors, incorporate new communication vehicles like digital signage and grow our brand assortment to include new prestige vendors," stated Cathy Masson, vice president of category management for Shoppers Drug Mart. "We introduced this new concept all while holding true to our principles of knowledgeable and unbiased service in an enjoyable and convenient shopping experience."
Shoppers Drug Mart introduced the enhanced beautyBOUTIQUE last year, first in its store in Bayview Village, Toronto, and then in its store at the Toronto Eaton Centre shopping mall and office complex in the city's downtown.
BeautyBOUTIQUEs are in more than a quarter of Shoppers Drug Mart's drug store locations. Overall, the retailer has 1,253 Shoppers Drug Mart and Pharmaprix full-service drug stores in each province and two territories. The company also has 59 medical clinic pharmacies under Shoppers Simply Pharmacy banner (Pharmaprix Simplement Santé in Quebec) plus six Murale luxury beauty outlets and 62 Shoppers Home Health Care stores.
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