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Priceline is an iconic Australian business retailer, specializing in the health and beauty sector. The Priceline brand comprises two store categories: the traditional Priceline store and Priceline Pharmacy. Now, Priceline is owned and managed by Australian Pharmaceutical Industries (API) when it was acquired in 2004.
Priceline was established and launched in 1982, and the very first store was launched at Highpoint, Victoria, and began trading to consumers as a beauty retail shop. In 2005, API acquired other similar businesses and began operating its range of retail brands of House, Priceline Pharmacy, Priceline, and Price Attack. In 2008, API focused its retailing trading strategy primarily on the Priceline brand. In 2009, Priceline unveiled a complete makeover to the brand, releasing a new identity, a changed store format and diverse merchandise. This is when the logo and original business colors changed to the now identifiable magenta pink, which is tantamount with the Priceline brand.
Priceline Pharmacy has become Australia’s top pharmacy, beauty, and health store, and today there are approximately 480 Priceline Pharmacy and Priceline stores across all of Australia. Priceline has a largely successful members’ club – called the Sister Club – and has approximately 7.5 million members, becoming Australia’s largest beauty and health loyalty program.
Priceline Pharmacy has a long and enduring relationship supporting charities and their partners, via the Priceline Sisterhood Foundation. This charitable initiative was established to support both women and their families. They also are a sponsor of numerous women’s sporting teams, including the state netball team, the Adelaide Thunderbirds, and the AFLW’s Western Bulldogs.