The third Boots store in Italy was inaugurated last Friday in Milan at the corner of Piazza Ghirlandaio and Via Correggio. The brand replaced a previous pharmacy taken over by Walgreens Boots Alliance, which was restyled. The new store, which is a cross between a pharmacy and a drugstore, offers ample space to beauty with brands distributed by the American group, including the eponymous brand Boots, but also No7, Soap & Glory, Botanics, YourGoodSkin.
The novelty, compared to the traditional pharmacy model, is that this sales point combines the world of health with the mass market, with beauty brands usually sold in Italy in supermarkets, such as Nivea and L’Oréal Paris. Furthermore, hair care products have been introduced, a category that is not usually present in the traditional pharmacy channel.
Boots in Italy made its debut last year with a megastore in Viale Fulvio Testi in Milan , followed by another pharmacy in Viale Lucania, also in the Lombard capital. Walgreens Boots Alliance currently has 9 outlets, all in Milan, belonging to the Be Wellness chain, closed due to bankruptcy.
