Betterlife at LloydsPharmacy expands bricks and mortar presence

The new Betterlife store in Wells Green, Birmingham opened its doors on Monday (30 March) at a launch event opened by This Morning presenter Alison Hammond. The expansion comes after LloydsPharmacy saw a 209 per cent year-on-year increase in Betterlife sales in 2014.

Building on the success of the first Betterlife store in Leeds, which opened in August 2014, the Wells Green store offers the same innovative design, which saw Betterlife recently win Store Design of the Year at the Retail Week Awards. Customers can try products in a realistic living environmentwithin kitchen, bedroom, living, and bathroom room sets – and even test drive a mobility scooter on a purpose built track.

The new store is adjacent to the existing LloydsPharmacy branch, meaning that customers will have the opportunity to discuss their mobility and personal healthcare needs with a LloydsPharmacy expert in one visit, all under one roof.

Grant Abrahams, Head of Betterlife from LloydsPharmacy, said: “The layout of the store is built around the needs of our customers. For many people, admitting that they need some help with their mobility can be overwhelming, so we have focused on making their shopping experience straightforward, enjoyable and informative. We’ve ensured that our products can be tested out with the help of our experts, in a range of realistic living environments, for the ultimate ‘try before you buy’ experience.”

Nigel Swift, Sales and Marketing Director for LloydsPharmacy’s parent company Celesio UK, added: “The opening of our second bricks and mortar Betterlife store shows that our independent living concept is meeting our customers’ needs. While offering this in-store experience, we are committed to making Betterlife a successful omichannel retailer, through online shopping, click and collect and the option to order in store and have items delivered.

“The adjoining LloydsPharmacy will also be an attraction for many of our customers, ensuring that we can meet their healthcare needs in one visit.”

A selection of Betterlife products is available to purchase from LloydsPharmacy branches across the UK with the wider range available through catalogues in LloydsPharmacy stores and online. The Betterlife range is also available to independent pharmacies, through Celesio Group’s wholesale arm, AAH Pharmaceuticals.

The Betterlife store is located next to LloydsPharmacy in the Wells Green Retail Park, Birmingham, within close proximity to Solihull and central Birmingham.