More Natura in shopping centres

Development strategy

“Since CEPD, part of Grupa Pelion, purchased Polbita, the owner of Drogerie Natura, nearly a year ago, the chain’s development plans have intensified and the Natura brand has strengthened to become the number two drugstore chain in Poland,” reveals Marek Kaczmarek, the operations director of Drogerie Natura. “New stores are being opened in shopping centres and malls all over the country as well as in other premises. The company is in negotiations for the lease of areas for its own-stores and is preparing a marketing support package for investors interested in cooperation agreements on an agency or franchise basis,” he adds. This year outlets have been opened in the Galeria Hosso shopping centres in Szczecinek and Kołobrzeg, Galeria Tesco in Gliwice, the Sukcesja shopping centre in Łódź and Domy Mody Modo in Warsaw.

The chain is also developing in the field of online trading. Its online store was launched on July 30th. “All the products that can be found in our physical stores, including brands available exclusively in Drogerie Natura – e.g. Kobo Professional, My Secret, Sensique and Sevo – are offered by the online shop. Customers can order a courier delivery or pick up the products themselves in a selected shop,” claims the operations director of Drogerie Natura. All the parcels are delivered from our central warehouse, including those picked up from physical stores.

Modernisation and extended range of products

The chain is also updating its interior design and has modernised the graphics on its marketing materials. Its colour palette has changed and wall navigation has been introduced as well as category navigation in sales areas. The range of goods available in the store is also being extended. “The changes to Drogerie Natura outlets are designed to emphasise the modern and customer-friendly character of the interiors. The new colours and navigation on the POS materials are to help customers move around the stores and speed up their access to the products they are looking for,” explains Karolina Wyczółkowska, the marketing director of Drogerie Natura. The changes will also be gradually introduced to our existing outlets. The chain is planning to thoroughly remodel its best stores before the end of this year and to implement selected elements of the new model across the entire chain. An extension of the product range is also planned. “Modern make-up and manicure/pedicure accessories will be available in all the shops soon. We have enriched the range of impulse products and of mini-products, which is to become permanent and not just outside the holiday season. New categories will also soon be a feature of Drogerie Natura, such as a broad range of home care products and OTC products,” reveals Karolina Wyczółkowska.

Drogerie Natura is a chain of 265 drugstores. The average area of the outlets is 150 sqm. Eight new stores were opened in 2014.