Priceline pushes home brands

Priceline Pharmacy is following in the footsteps of supermarkets, extending its house brand strategy to include vitamins, suncare and haircare products. pricelinepills

The chain has rebranded and extended its vitamin range, BioSource, and later this year will introduce suncare and haircare products to the Models Prefer range, as part of its strategy to grow its house brand portfolio.

The Models Prefer cosmetics line is among the top 10 best-selling cosmetics brands in Priceline Pharmacy stores.

Stephen Roche, CEO and MD of Priceline owner, API said developing a house brand portfolio has been a focus in recent years.

“We know consumers are looking for quality, affordable products in the health and beauty categories, and because of the greater financial benefits these (home) brands offer our franchise partners,” said Roche.

“Since we have full control over the development of these products, they offer a better margin for our franchisees, and we’ll continue to invest in them for the benefit of those in our store network.

“BioSource is already off to a great start, and we’re adding to the Models Prefer range with suncare and haircare ranges later in the year,” he said.

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