Miami Drug Chain to Role Out First Bilingual Private Label Brand

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April 19, 2011

Miami-based Navarro Discount Pharmacy, a regional Hispanic-owned drugstore chain, this summer will unveil Vida Mia, a private label brand of Hispanic products with bilingual packaging.

Products under the new line will include over-the-counter medications, household items, beauty and personal care products, food and baby care.

“Having bilingual product packaging allows us to continue satisfying our loyal customer base and reach out to new customers as well,” said Steve Kaczynski, the 28-store chain’s CEO. “Customers accustomed to coming to Navarro for both value and quality will find that and more in the Vida Mia brand.”

Vida Mia is being launched under Magellan Distribution Solutions LLC, a wholesale and export company, and a wholly owned subsidiary of Navarro Discount Pharmacy. The new private label line will launch in late summer 2011.

Navarro’s marketing campaign for the launch of the Vida Mia brand includes in-store product sampling and coupon offers.

In addition to the store roll out, the Vida Mia brand will also be available on a wholesale basis and online in approximately four to six months, the company said. Navarro will offer the Vida Mia label as a license program to other retailers around the country who have a strong Hispanic customer base.

SBD Views: A very smart strategy on the part of a strong regional retailer to leverage its expertise in a store brand that can be sold by other retailers. It will be interesting to see how Vida Mia performs and how other retailers respond to the opportunity. -- John Failla for Store Brands Decisions

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