New Pharm owner Rami Shavit
New Pharm opens haredi-friendly branch
Drugstore chain launches new store in Bnei Brak catering to ultra-Orthodox community's demands, including separating hair and hygiene products in special section for women, placing screen to allow customers to apply make-up modestly
Despite the Hamashbir Lazarchan department store's Bnei Brak sales point targeting ultra-Orthodox women being the chain's only losing branch, Hamabshbir Chairman Rami Shavit, who is also one of the owners of the New Pharm drugstore chain has decided it's time for the drugstore to branch out into the haredi sector.
Shavit opened a New Pharm branch in a new commercial center in Bnei Brak that is especially adapted to accommodate the religious community.
ניו פארם לחרדים בבני ברק (צילום: יניב סופר)
Shavit views the New Pharm branch as a pilot: "If it succeeds, we will covert the Hamashbir Lazarchan sales point in central Bnei Brak to a New Pharm drugstore."
Special features of the new branch made to meet the community's demands include having the hair coloring products and feminine hygiene products placed in a separate section for women.
The branch will also carry products with kashrut labels that do not exist in the chain's other stores, such as Bio Vit vitamins and Materna baby formula that hold Mehadrin kashrut.
Special sales aimed at the community will also be offered, such as diaper and baby wipes sales that are expected to be launched after Passover.
A screen will be placed in the branch to offer a discreet area for woman to test and apply make-up.
During Passover the branch will be closed, with the exception of the pharmacy that will continue to operate partially and sell medicines and baby products that are kosher for Pesach.
The chain is also searching for three new store locations in Jerusalem, and plans to open eight more branches throughout the country in 2009.
