Rexall rebranding well underway

Still fresh from its rebranding, Canada’s Rexall remains in the midst of change as it awaits the arrival of a new CEO.

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“Rexall and our pharmacists are industry leaders when it comes to providing patient-focused services, and we look forward to the opportunity to play an even larger role in the delivery of primary care services to Canadians,” said Warren Jeffery, COO, who has assumed day-to-day operational responsibilities in the wake of the departure of former CEO Frank Scorpiniti last October.



Since the 2012 opening of its first re-brand store, the company has opened more than 50 locations under the new design. And, all of its 460-plus stores have received elements of the rebranding, including new private-label products, refreshed marketing and more health- and-wellness services like its new Blood Pressure Kiosk Blood Pressure Check Card program, which enables patients to record and store their last 10 results.



At the front end, much of the reinvention is playing out in the form of enhanced product offerings, such as its exclusive beauty line called Kit and its flagship private brand, Be.better.



In addition to household, snacks and vitamins, the Be.better collection also includes beauty products that are paraben-free and enriched with natural ingredients.



In other executive news, the company recently welcomed Erik Botines as its new VP pharmacy, responsible for pharmacy programs and initiatives, pharmacy category management and professional programs.



Most recently, Botines was responsible for pharmacy business development, pricing and patient services at Shoppers Drug Mart.