CVS expands private label to home care

Date : 13 May 2013
The US pharmacy chain has expanded its private label range to include a new line of home care products.

Focus on high quality

The 'Total Home' range encompasses a broad range of household care products for cleaning, cooking and organising including paper towels, food storage necessities, kitchen and bathroom cleaners and light bulbs. The line is formed of over 150 products and is available in more than 7,400 CVS stores nationwide as well as online.

Total Home brings together all of the CVS private range home care products under one name, with the use of a new logo and packaging making it easier for customers to recognise. It comes as part of the retailer’s focus to grow its store brand offering and become a convenient one-stop shopping destination for health, beauty and household essentials.

The retailer intends for Total Home products to become the staple in its customers' homes and to be seen as dependable and high quality. CVS stands by the quality of their private label products with vigorous quality testing and an offer of a 100 percent money back guarantee to ensure customer satisfaction.

The new range aims to help families to maintain the home as conveniently and affordably as possible with reliable and premium products and savings of 15-20 percent compared with popular national brands.

Our View

CVS is building a strong game plan for the whole of its private label  offering.  The 'Total Home' launch was signalled at a CVS analysts day last December and follows on from the relaunched 'Gold Emblem' range of food  products which took place in February 2013.

CVS have a strategy to build 'front of store' pharmacy sales, we expect more initiatives over the coming years which will see the retailer continue its grant by enhancing its store brand offering.