Navarro Discount Pharmacy to Market Private Brand to Other Retailer

Navarro Discount Pharmacy, a South Florida Hispanic-owned regional drug chain, will sell its Private Brand to other retailers with a strong Hispanic following the new Hispanic Private Brand called Vida Mia (My Life) is being launched under Magellan Distribution Solutions LLC, a wholesale and export company, and a wholly owned subsidiary of Navarro Discount Pharmacy.

The line, comprised initially of 2,000 SKUs, crosses six product categories — over-the-counter, household, beauty, food, body and baby — and will be available in Navarro stores by mid summer, the retailer said in a press release on Wednesday. Packaging will be bilingual in English and Spanish.

Navarro will support the launch of Vida Mia with in-store product sampling and coupon offers.

The drug chain was founded in Havana, Cuba in 1940 and opened its first store in the United States in 1961. With 28 existing store locations, and three under construction, Navarro claims to be the largest Hispanic-owned drugstore chain in the US.

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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.