CVS Health is rebranding some of its stores in select markets to be more Hispanic-focused. The 12 new and remodeled stores are called CVS/pharmacy y mas (“and more”) and are now open in South Florida. The stores feature a fully bilingual staff, the addition of more than 1,500 Hispanic products, more competitive pricing on hundreds of products, and other new features and services. Gabriel Navarro, Chief of Hispanic Consumer Growth explained, “The name ‘CVS/pharmacy y mas’ signifies the availability of more products and services that are important to the Hispanic consumer and an overall shopping environment that is more tailored to the Hispanic consumer, with warmer and more personal customer service.”

The launch of CVS/pharmacy y mas follows CVS Health’s 2014 acquisition of Miami-based Navarro Discount Pharmacy. At the time, it was the largest Hispanic-owned drugstore chain in the U.S. The acquisition helped CVS to strengthen its position in the Hispanic marketplace – the fastest growing segment of the U.S. population. According to the U.S. Census Bureau, the Hispanic population accounts for over half of the nation’s total population growth. Rebranding some of its stores in certain markets to be more Hispanic-focused is an initiative that CVS Health hopes to eventually roll out nationally.