Pharmacy chain Well is rolling out a new retail concept called The Pharmacy Shop, “a customer-led, modern retail destination to meet today’s customers’ health and wellbeing needs”, says the company.

The aim is to create a welcoming environment in-store, including clear signage and information, rather than the “typical clinical feel” that customers are used to in community pharmacies. Stock lines include beauty and skincare, health and wellbeing, wearable fitness technology and gifts. Also featured are health kiosks offering on-the-spot blood pressure, BMI and weight measurement checks.

Emma Smith, head of retail and marketing at Well, says: “We’ve taken the best of the traditional pharmacy and given it a place in the lives of the modern day shopper. Our customers want to receive exceptional healthcare advice and wellbeing technology, as well as modern, trend driven, value for money products, right in the heart of their local community. Our new stores will challenge the idea of what a local pharmacy should be.”

Chief executive John Nuttall adds: “Shopping habits have changed significantly. We want to become more than a pharmacy. We want to become a place which people choose to visit for all their health and wellbeing needs.”

Well unveiled its new concept store in Highgate, London, last month (pictured). Another 11 stores from the 780-strong estate are due to be refitted this year to test the concept.