Sunglasses for less
צילום: סי די בנק
Super-Pharm to sell designer sunglasses at half price
Leading drugstore chain to import high-fashion brands such as Prada, Roberto Cavalli, D&G from Italy to go on sale as of next week, at prices 50% lower than market
Starting next week, Super-Pharm customers will be able to buy high-fashion brand sunglasses at the drugstore chain's stores for half the price of regular market prices.
"Super-Pharm has decided to break the optometry chains' monopoly on designer sunglasses," said the company's Deputy CEO Yair Asa'el.
Yedioth Ahronoth newspaper reported on Wednesday that the company had begun importing international designer brands, including their new collections, which will go on the chain's shelves as of next week.
Super-Pharm will import designer brands such as Prada, Roberto Cavalli, Yves Saint Lauren, Hugo Boss, Dolce & Gabbana, and Dior from Italy.
The company has already purchased a stock of 5,000 pairs of sunglasses, that will go on sale in 50 branches across the country, at the price of NIS 300 – NIS 800 per pair ($71 -$190).
According to Asa'el, the retailer's profit in the field of high-fashion sunglasses in much larger than in other retail markets in Israel, and Super-Pharm's joining the filed will increase competition, leading to lower prices.
"We plan to be the sane alternative in the market. Just like we succeeded to cause a 30% price drop in the contact lenses market with our entrance to the field, we will do the same in the field of sunglasses," Asa'el said.
The deputy CEO gave examples of Super-Pharm's prices: A pair of Prada's 57GS model will be sold at the price of NIS 699 ($166), a pair of Dolce & Gabbana's 8039 model will cost NIS 549 ($130) and Ray Ban's 3025 model will be sold for NIS 449 ($107).
"Last year, when we wanted to lower prices, we received threats from a third supplier saying it would stop providing us with products," Asa'el said. "Another large importer also refuses to sell to us for fear that our pricing policies will cause a drop in market prices and harm its profit."
The sunglasses market in Israel is estimated at some NIS 250 million ($59.5 million) per year, and Super-Pharm's current investment cost just over NIS 2 million ($478,400).
