Lloydspharmacy's Betterlife brand opens store number two

Lloydspharmacy has opened its second Betterlife store, as the healthcare and mobility aids business continues to evolve from its direct mail routes into a multichannel operation.

The new Betterlife store in Wells Green, Birmingham opened its doors on Monday 30 March at a launch event attended by This Morning presenter Alison Hammond. The new store, which is adjoined to a local Lloydspharmacy branch, comes after Betterlife sales reportedly increased by 209% in 2014.

Leeds is home to the Betterlife brand's first store, which was opened in August 2014. The shops allow customers to try products in a realistic living environment within kitchen, bedroom, living, and bathroom room sets – they can even test-drive a mobility scooter on a purpose-built track.

Grant Abrahams, head of Betterlife from Lloydspharmacy, commented: "The layout of the store is built around the needs of our customers.

"For many people, admitting that they need some help with their mobility can be overwhelming, so we have focused on making their shopping experience straightforward, enjoyable and informative. We've ensured that our products can be tested out with the help of our experts, in a range of realistic living environments, for the ultimate try-before-you-buy experience."

Nigel Swift, sales and marketing director for Lloydspharmacy's parent company Celesio UK, added: "While offering this in-store experience, we are committed to making Betterlife a successful omichannel retailer, through online shopping, click & collect and the option to order in store and have items delivered."