Changing the Duane Reade nameplate

Walgreens acquired the Duane Reade chain (powerful in New York City) a few years ago and appears to be on a slow transition to its own brand name. I agree with other RetailWire panelists that this is a good idea as long as it’s carefully executed:

I agree with my colleages on this one. As long as the transition is thoughtful and gradual (starting, perhaps, with the use of the Walgreens name in pharmacy packaging), it can be successful. It’s the same sort of challenge Macy’s faced when it changed several May nameplates (especially Marshall Fields) to its own. In that case, the change happened so quickly that it raised consumers’ ire more than necessary…but in the long term it proved to be a wise move. When you have a national brand identity, you might as well leverage it in perhaps your biggest market.


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