CVS pharmacy y más

June 4, 2015

That is the new name of 11 existing stores and one new one in the Miami area that CVS has rebranded to capitalize on that region’s huge Hispanic population.

That is the new name of 11 existing stores and one new one in the Miami area that CVS has rebranded to capitalize on that region’s huge Hispanic population.

The locations will feature bilingual customer service, brand-name products such as Café la Llave, Agustin Reyes, Fabuloso, and shots of Cuban coffee served fresh.

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"With more than 7,800 stores across the U.S., we understand that our retail pharmacies should not be one size fits all for the diverse communities we serve," Helena Foulkes, president of CVS/pharmacy, stated in a release. "CVS/pharmacy y mas stores are designed to be a place where our Hispanic customers feel at home to receive our best-in-class pharmacy service, along with personalized products and services to better meet their diverse needs."

Last year, CVS acquired the Navarro Discount Pharmacy chain, which was the largest Hispanic-owned drug store chain in the country with annual sales of more than $340 million.

Each of the rebranded stores will carry about 1,500 Hispanic products.  "The name 'CVS/pharmacy y mas' signifies the availability of more products and services that are important to the Hispanic consumer and an overall shopping environment that is more tailored to the Hispanic consumer, with warmer and more personal customer service," said Gabriel Navarro, chief of Hispanic consumer growth at CVS/pharmacy.