Catia Radulescu, manager of Centrofarm, which operates the oldest drugstore chain in Bucharest, says the group last year initiated an extensive process meant to reposition its outlets on the market.
Centrofarm network is the oldest entity operating on the pharmaceutical retail segment in Bucharest, with the first pharmacy by this name having opened in 1948.
At present, the majority shareholder in Centrofarm is Generalcom company, controlled by French businessman Bonte Alain Louis.
"The modernisation of Centrofarm drugstores started in 2005, through the financial involvement of the firm's private shareholders," stated Catia Radulescu. She chose not to disclose the value of investments Centrofarm has made.
At present, the network includes 32 pharmacies, of which 23 have been already modernised. As regards the remaining nine pharmacies, part of them will be modernised over the following period, while others are going to be relocated.
"We've made no investments in advertising so far because we've considered infrastructure modernisation a priority.
"We had nothing to communicate as long as Centrofarm was not regarded as a chain. Not having been modernised, the outlets lacked a unitary character, they did not stand out through a common image and therefore people did not come to know too much about this chain," explained Radulescu.
The company has been listed on RASDAQ since 1990.
The Centrofarm name has remained unchanged ever since the first drugstore opened, whereas most networks operating before 1990 lost their identity the moment they were integrated into other companies.
"We considered it necessary to keep the Centrofarm name people were accustomed to, but to give it another look and then we created a new image for this chain," specified Radulescu.
The company has outlets in the main commercial centres of Bucharest.
"Of all drugstore chains, we've managed to gain a position in most shopping centres of Bucharest. There's a tough competition among chains, trying to be present in shopping centres where there's high traffic. We are present in Bucuresti Mall of Vitan, in Carrefour Orhideea, in Cora Pantelimon and in City Mall.
"In early October, Galeria Tom will open inside Carrefour Constanta, and we will have a pharmacy there, as well," Centrofarm's representative added.
Catia Radulescu states the repositioning will extend to the human resources, too, with the company investing in employee training in this regard.
Centrofarm in 2005 posted turnover worth some 8 million euros. It has not released its first half financials on RASDAQ yet.
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