Life Pharmacy introduces new supermarket format store under SupaChem™ brand
Life Pharmacy Limited has opened a new supermarket-style pharmacy, SupaChem™ , in Porirua.
The SupaChem pharmacy combines traditional pharmacy service and healthcare with supermarket accessibility, convenience,
scale and value. This is reflected in a three-part brand proposition: value on pharmacy lines; a multi-tiered pricing
structure; and professional dispensary and consultation services under the strapline “SupaValue. SupaPrice. SupaCare.”
The new store is over 400 m2 and is located in a high traffic, high visibility area of Porirua, on Parumoana Street,
alongside a PAK’nSAVE grocery and PAK’nSAVE fuel outlet and near to several other retail outlets.
In keeping with its positioning as a pharmacy supermarket the new SupaChem store has supermarket fittings, fixtures and
layout. High volume merchandising, shopping trolleys, gondola and pallet hotspots and an easily remembered customer
contact number, 0800 SUPA CHEM, complete the mix.
Supermarket-style merchandising means promotional pricing for selected items, with a focus on health and beauty lines.
However, SupaChem will also retain traditional elements of individual pharmacy service, with special consultation rooms,
fragrance products, self-selection cosmetics and merchandised, over-the-counter pharmaceutical and health products.
As well as carrying the full range of traditional pharmacy products SupaChem will also offer a range of non-traditional
pharmacy categories including specialty foods with a diet and health focus, catering for diabetics, celiacs and other
food-related health issues, plus impulse foods and beverages such as sugar-free drinks.
“The SupaChem format delivers on Life Pharmacy’s commitment, made to shareholders at the Annual Meeting, to be an
innovative multi-brand health and beauty retailer at the forefront of customer experience,” says Life Pharmacy Limited
CEO, Tim Roper. “This is not a boutique pharmacy within a larger supermarket. It’s a dedicated health and beauty store
that meets traditional expectations of pharmacy service while offering the convenience, range and value of a
supermarket. We believe there will be strong demand for this innovative pharmacy format.”
About Life Pharmacy
Life Pharmacy Limited owns the Life Pharmacy brand and holds a 49 percent shareholding in 17 pharmacy companies,
representing 16 of the 21 Life Pharmacy stores operating throughout New Zealand. Stores are located in Auckland,
Hamilton, Bay of Plenty, Wellington and Christchurch.