Pharmacy Chain 36.6 expands the private label line with vitamins

Pharmacy Chain 36.6 launches the private label line for vitamins. The new line will include 15—18 items of 3 types of vitamins – for children, vitaminized nutrition supplements, vitamins for grown-ups addressing special needs (for fitness, heart, intellect, etc.).

In summer private label vitamins will appear in 36.6 pharmacies in Moscow and in the cities with population over 1 million people, and in September – in all 36.6 pharmacies. 

Herman Inozemtsev, Deputy General Director and Director for Portfolio Development at Pharmacy Chain 36.6 commented: “We plan that private label vitamins sales will reach 40 mln. US dollars by the end of 2009 and the vitamins share in private label products sales will reach 2—3%. The 36.6 vitamins will cost 10% less than similar products of other manufacturers.

Clear and proactive positioning of vitamins, reflected both in the vitamins` names (vitamins for intellect, for fitness, for eyes, for teeth, etc.) and in the formulas of vitamins complexes will become the main distinction of the line.”

36.6 Vitamins will be produced by the leading Austrian company “Pez-Haas”, Norwegian manufacturer “Pro Bio” and Belorussian company “Malkut”.

Brief Summary on the private label:

The 36.6 private label project was launched in July 2005, and today includes over 425 products in the most popular product categories. Since the beginning of 2006 the sales of private label have been growing at an average of 13% per month. As of late 2007 the private label products accounted for 2 to 3% of the turnover. It reached 4% today, and by 2010 we plan to increase its share to 10%.

Private label is a trade mark owned by a retail chain. Private label products are sold exclusively in the retail chain and are usually less expensive as compared to the branded products. The price difference is due to the absence of promotional expenses, external distributors and wholesalers.