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NEW YORK — Walgreen Co. has begun co-branding Duane Reade stores with the Walgreens name.
Going forward, Duane Reade units will be bannered “Duane Reade by Walgreens.”
Cobranding at the outlets, which Walgreens acquired for $1.08 billion in April 2010, had been limited to the pharmacy, with signage bearing the “W” logo and saying “Powered by Walgreens Pharmacy Network.”
“There have been a handful of branding updates since Duane Reade has become part of Walgreens,” a spokeswoman for the Deerfield, Ill.-based retailer said last month. The Balance Rewards loyalty program, for example, replaced Duane Reade’s Dollar Rewards, she noted.
“The ongoing efforts to increase consistency across our family of companies make it easier for customers to recognize access to trusted products and services associated with Walgreens,” she remarked.
The name change — including exterior and interior signage, and with “Walgreens Pharmacy” replacing “Powered by Walgreens Pharmacy Network” — will be made across the Duane Reade chain as part of its normal signage maintenance updates, the spokeswoman said.
Overall, Duane Reade has 236 stores, primarily in New York City.
When the Duane Reade acquisition was announced, Walgreens said it would continue to operate the chain under its brand name after the transaction closed and that, over time, decisions would be made on “the best, most effective way to harmonize the Walgreens and Duane Reade brands.”
According to the spokeswoman, Walgreens has no plans to drop the Duane Reade name.
“We remain committed to Duane Reade and support its influence within the local market,” she said. “Together, these brands provide customers with leading pharmacy and health care expertise and a differentiated retail experience.”
One feature of Duane Reade that was adopted by Walgreens was the DR Delish private label line of snacks and beverages. Renamed Good & Delish and extended chainwide, the line comprises premium products that don’t compare to any brand, Walgreens group vice president and general merchandise manager for consumables, sundries and seasonal Moe Alkemade said this year.
