About The Client - Dr. Max Pharmacy Chain

Dr.Max is a pharmacy chain established in the Czech Republic. Far from just a simple pharmacist, Dr.Max brings with it a comprehensive range of healthcare and medicines, dietary supplements, heath foods, beauty and care products amongst others.

Its popularity has resulted in significant growth, with the business opening branches across many countries in Eastern Europe including: Hungary, Romania and Slovakia. With a thirst to continue this trend in 2019 it was decided to next expand into Italy.

The Project

The Dr.Max team were looking to continue the expansion of the business across Europe with their eyes on Italy as the next target. To achieve this the team needed a local partner that could provide a range of retail shelving and retail display solutions to complement the various product groups within the store and stay on brand.

Additionally, having already opened branches in a number of different European countries the Dr.Max team were aware that there were differences in consumer behaviour and expectations from country to country, and Italy was no different. They needed a partner that understood the Italian market, the consumers and their requirements.

The Solution

With over half a century in the retail shelving industry, a dedicated pharmacy shelving line of products and a dedicated Italian partner network, CAEM understood the needs of the client and the Italian audience that Dr.Max aimed to target.

Using the CAEM modular M25 shelving system the designs for the store included metal, glass shelf options, timber and even LED lighting in the form of its tried and tested Ardente system to enhance the look of the shop shelves and improve product visibility. 

Each area was carefully considered to ensure that the relevant products were effectively displayed and easy to access. Shop gondolas were provided with rounded ends to soften the feel of the space, and free-standing units provided merchandising space without encroaching on the overall open feel of the store. Shop till counter units were manufactured to both complement the shelving and company brand, and to provide more space for merchandising. 

CAEM worked with its shopfitting partner to provide a combination of White, clean shelving units and Green accents to complement the brand colours. Shelving units are also powder coated not sprayed resulting in a longer lasting, tough finish which resists knocks and scuffs, it is also chemical resistant to aid in cleaning.

Wall shelving units and gondolas using M25 give huge flexibility in merchandising, allowing for large amounts to be displayed without it looking overcrowded. The glass elements allow for much more light to flood onto products.

Key Points:

• Uses CAEM M25 integrated modular shelving
• Encompasses a range of designs to fit differing portfolio
• Small POS does not encroach on merchandise space
• Integrated lighting, and glass
• Improved visibility of products
• Long lasting powder coated finish
• A selection of colours and materials complement the company brand