Canada's Rexall Pharma Plus has officially taken the lid off a reinvention of its business, from its stores and its brand, to the products and services in its stores.
Beginning about 18 months ago, the company undertook a strategic reinvention of its entire business, and during that time, much work has been underway to enhance the business and the lives of its shoppers.
At the shelf level, much of the reinvention is playing out in the form of new product offerings, such as the exclusive beauty and accessories line called Kit and Rexall's new flagship private brand known as Be.better.
The new Be.better is comprised of more than 100 products and is available exclusively at the more than 300 corporate Rexall and Rexall Pharma Plus stores. Aside from household products, snacks and vitamins, the Be.better collection includes beauty products that are enriched with natural ingredients and are paraben-free. All Be.better hair care products also are free of SLS/SLES.
To highlight the new offerings and to serve as a signal to customers of what is to come, Rexall launched during the last week of January the premiere issue of its new Feel Good magazine and also has revamped its website.