MIAMI — Navarro Discount Pharmacy, a South Florida Hispanic-owned regional drug chain here, will market on a licensing basis a new Hispanic private label line called Vida Mia (My Life) to other retailers with a strong Hispanic following.
The line, comprised initially of 2,000 SKUs, crosses six product categories — over-the-counter, household, beauty, food, body and baby — and will be available in Navarro stores by mid summer, the retailer said in a press release on Wednesday. Packaging will be bilingual in English and Spanish.
Vida Mia is being launched under Magellan Distribution Solutions LLC, a wholesale and export company, and a wholly owned subsidiary of Navarro Discount Pharmacy.
Navarro will launch Vida Mia with in-store product sampling and coupon offers.
The drug chain was founded in Havana, Cuba in 1940 and opened its first store in the United States in 1961. With 28 existing store locations, and three under construction, Navarro claims to be the largest Hispanic-owned drugstore chain in the U.S.