Navarro CEO Steve Kaczynski plans 22 new stores, targets multi-cultural segmentation for largest Hispanic pharmacy
Navarro Discount Pharmacy, the largest Hispanic-owned drugstore chain in the US, is focusing on an aggressive expansion throughout Florida.
Its prescription: to open 22 stores in the next three years.
Under the new leadership of Chief Executive Officer Steve Kaczynski, who's been in this role for almost a year, Navarro is ready to increase its Hispanic market share.
The goal, he said, is "being all things to all Hispanics."
Mr. Kaczynski has worked his way up in the retail industry, going from being a meat cutter and bagger in his youth to landing top-level executive positions for grocery retailers in the United States.
With 28 stores in Miami-Dade, Navarro is ready to take its brand to cities in West and North Florida, Mr. Kaczynski said, including Fort Lauderdale, Orlando and Fort Myers.
The strategy is to target Hispanics living in the cities it plans to enter, such as Homestead's Mexican ethnic group and Orlando's Puerto Rican population.
"As we expand beyond Miami-Dade, and even south of Miami-Dade where it's primarily a Mexican community," he explained, "it may say Navarro on the outside, the décor on the inside may still look like the Navarro in Little Havana, but the products on the shelf will cater to the Mexican community."
Other plans include launching a Web site with e-commerce capability next year, growing wholesale business and, in the long term, opening stores in the Caribbean.
Mr. Kaczynski discussed Navarro's expansion plans with Miami Today reporter Yudislaidy Fernandez at the company's headquarters in Medley.
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