Sigma Healthcare has released the outcome of a major review of its retail network by announcing that existing Guardian pharmacies around Australia are being invited to integrate into the Amcal brand before the end of 2023.
The move to bring the franchise brands together is designed to ensure a more sustainable pharmacy structure under the single Amcal brand, and strengthen the value and marketing proposition to customers, in order to create a stronger and more profitable pharmacy network.
Sigma also announced it will be further investing in the existing Discount Drug Stores (DDS) network of pharmacies as it looks to consolidate its position as one of Australia’s leading value and convenience brands.
Sigma Healthcare CEO and Managing Director Vikesh Ramsunder said the decision is a game changer for Sigma’s retail network and signalled a commitment to focus on building sales and enhancing customer service for its important community pharmacy network under the trusted and well-known Amcal brand.
“We are inviting our valued Guardian franchise partners to join Amcal as we grow Amcal into a powerhouse retail-led brand offering trusted healthcare and advice, affordable health and wellbeing products and services, all conveniently delivered through caring and knowledgeable people. We will be stronger together,” Mr Ramsunder said.
Sigma sees a prime opportunity to significantly build store numbers of the Amcal brand and has offered its valued Guardian franchise partners significant incentives and assistance to make the transition to the Amcal brand over the next year.
Amcal’s newly appointed brand lead, David Preston, acknowledged it had been a difficult decision to integrate the Amcal and Guardian brands, especially given the 20-plus years of community service by Guardian pharmacies, but said the pharmacy landscape had changed and all franchise partners needed greater certainty for long-term sustainability and improved competitive advantage.
“Amcal has served as one of Australia’s most trusted healthcare brands for over eight decades, so expanding the network with Guardian’s community value drivers will provide a more compelling offer for both our franchise partners and customers alike,’’ he said.
“Given the alignment that exists between Amcal and Guardian, we will be retaining the core values of the Guardian brand to support local communities and provide professional healthcare as well as personalised service. In fact, this is the first step in an expansive plan to innovate and improve our community pharmacy healthcare offering, optimise our professional services, and build on the brand’s existing portfolio of private label and exclusive brands.’’
“The Amcal and Guardian brands have gone from strength-to-strength as individual healthcare offerings, so we’re excited to join these two high-performing networks into one,’’ Mr Preston said.
Mr Preston, alongside Sigma’s senior leadership team and business development managers (BDMs), will be individually contacting and visiting Guardian franchise owners over the coming weeks to look at strategic ways to integrate Guardian franchisees into the Amcal brand.
“To prepare for this period of transition, we will equip our franchise partners with several tools to support them, and their employees, through these changes. We’ll be offering our network one-on-one consultations with BDMs and team training sessions to guide them through the next steps,’’ he said.
“It’s important that we retain the core values of each of the brands as we take them into a unified future which will be determined by how we best support our local community with professional and personalised healthcare services and programs.
“With increasing market volatility and fragmentation across the retail pharmacy sector, this opportunity comes at a great time for our franchise partners to grow their businesses. I’m looking forward to guiding our network through this transition and into an even more rewarding future,” Mr Preston said.
