News Column

Navarro Celebrates 2 Years of Vida Mia

March 13, 2014

Staff Reports -- HispanicBusiness.com

navarro vida mia
A sampling of products from Navarro Discount Pharmacy's Vida Mia line (Navarro)

Navarro Discount Pharmacy is celebrating the second anniversary of its private Vida Mia label, the first brand targeting U.S. Hispanics with product packaging and ingredients in English and Spanish.

Vida Mia (My Life) has sold more than seven million units since its launch in January 2012, with about 4 percent annual sales growth forecast for the next one to three years, according to a news release. Vida Mia products are sold at 33 Navarro stores in South Florida and by wholesale elsewhere in the U.S. and the Caribbean.

Navarro, which came in at No. 26 on the 2013 HispanicBusiness 500 index, is the largest Hispanic-owned drugstore chain in the U.S.

"Having a solely Hispanic focused brand such as Vida Mia with bilingual product packaging allows us to better cater to the Hispanic market, which lacks culturally relevant products that appeal to this growing and diverse population," Juan Ortiz, Navarro CEO, said in the release.

The line uses a Spanish dialect that isn't geographically or regionally defined, allowing it to appeal to Hispanics from a wide range of cultural and ethnic backgrounds.

Vida Mia products include bleach and batteries, soaps and shampoos, diapers, makeup, health-care equipment, and kitchen staples such as coffee, sugar and rice.

Headquartered in Miami, Navarro was founded in Havana in 1940 and opened its first store in the U.S. in 1961.


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