Navarro Discount Pharmacy plans to roll out its own private-label program for Hispanic consumers that features bilingual product packaging.


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Navarro to launch Hispanic private label

April 13th, 2011

MIAMI – Navarro Discount Pharmacy plans to roll out its own private-label program for Hispanic consumers that features bilingual product packaging.

Called Vida Mia, or My Life, the new label is believed to be the nation's first brand targeting Hispanics across all product categories, the Miami-area drug store chain said Wednesday. The private label is slated to launch this summer.

"Having bilingual product packaging allows us to continue satisfying our loyal customer base and reach out to new customers as well," Navarro chief executive officer Steve Kaczynski said in a statement. "Customers accustomed to coming to Navarro for both value and quality will find that and more in the Vida Mia brand."

Vida Mia will cover a broad range of product categories, including over-the-counter health, household, beauty, food, body and baby items, according to Navarro, which is the nation's largest Hispanic-owned drug chain. 

The Vida Mia (My Life) brand will include OTC health, household, beauty, food, body and baby items, according to Navarro.

The retailer said Vida Mia's brand segments encompass Mi Casa (Home), including household and kitchen items, coffee cups and paper goods; Mi Cuerpo (Body), including soap, shampoo and lotions; Mi Salud (Health), including OTC health products and equipment; Mi Bebe (Baby), including diapers and other baby items; Mi Belleza (Beauty), including makeup, cosmetics and beauty accessories; and Mi Sabor (Taste), including coffee, plantain chips, cookies, rice, sugar and other foods.

And for the Vida Mia launch, Navarro will kick off a marketing campaign that includes in-store product sampling and coupon offers.

Plans call for Vida Mia to be rolled out through Magellan Distribution Solutions, a Navarro wholesale and export subsidiary. The drug chain said the brand's products will be distributed to all of its 28 stores, as well as to three additional locations due to open within the next three to six months.

The retailer added that Vida Mia also will be made available on a wholesale basis and online in about four to six months. The company said it will offer the brand through a licensing program to other retailers around the country that have a strong Hispanic customer base.

In February, Navarro announced that Magellan acquired the assets of Buxco Inc. of Miami and that, with the deal, Magellan will be providing fulfillment solution services for a network of 150 independent retail pharmacies. Magellan provides over 30,000 SKUs of products in such categories as cosmetics, fragrances, over-the-counter medicine, health and beauty care, general merchandise, appliances and hair care for independent retailers in Florida's Miami-Dade and Broward counties as well as in the Caribbean and Latin America.

"Growing our wholesale and export business through Magellan is part of Navarro's three-year expansion plan," Kaczynski stated at the time of the acquisition.

The retailer's growth strategy includes adding as many as 21 new stores in Miami-Dade, Broward and Palm Beach counties over the next three years, as well as remodeling up to five locations annually.

Catering to Hispanic and ethnic markets, Navarro's stores are known for offering many products and services not found in traditional drug stores, such as wireless phones, designer fragrances, and a large assortment of OTCs and vitamins/supplements. The chain also provides in-store health screenings as part of its Wellness Wednesday program.

The company has said its new and remodeled stores feature a new merchandise layout, new colors, enhanced signage and improved services for customers such as a pediatric pharmacy, free compounding pharmacy services, a free Diabetes Club and free prescription delivery.

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