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MIAMI — Navarro Discount Pharmacy plans to introduce its own private brand of products geared to Hispanic shoppers.
The brand, Vida Mia (My Life), covers a wide range of categories, including over-the-counter medications, household items, beauty products, food, and body care and baby care products.
The items range from cosmetics and beauty products favored by Hispanic women to food items aimed at Latino shoppers, including unique coffee blends, plantain chips and rice. The line is expected to debut this summer. Packaging on all of the new items is in both English and Spanish.
“Having bilingual product packaging allows us to continue satisfying our loyal customer base and reach out to new customers as well,” chief executive officer Steve Kaczynski says. “Customers accustomed to coming to Navarro for both value and quality will find that and more in the Vida Mia brand.”
The new line is being launched under the Navarro subsidiary Magellan Distribution Solutions LLC, a wholesale and export company. In addition to being incorporated in the mix of Navarro’s 28 drug stores in South Florida, the Vida Mia brand will be offered on a wholesale basis and through Navarro’s e-commerce site in about four to six months, according to the company.
Navarro executives say the chain will offer Vida Mia nationwide as a license program to other retailers with a strong Hispanic customer base.
