Vida Mia Brand Hits Market in the Fall with 120 Brands
June 8, 2011 § Leave a comment
If you keep your finger on the pulse in terms of Hispanic Marketing in the U.S., you’ll want to learn about this amazing leap in U.S. business catered to the Hispanic consumer. Navarro Pharmacy, considered the largest Hispanic drugstore chain in the country with $320 million in 2009 sales, is starting a new brand called Vida Mia. The Vida Mia brand will sell from plantain chips to shampoo and, in the words of the private label consultant, Ed Sacks, “What we wanted was something for all Hispanics, whether they lived in Miami or Texas.”
Drugstores Navarro started in Miami in 1961, when Cuban entrepreneur José Navarro opened his first drugstore (which is now one of 28) in the heart of Miami, becoming an important symbol in the city’s Hispanic community.