The transformation of an established pharmacy at Bankstown Central into Direct Chemist Outlet (DCO) shows what can be achieved when a strong retail brand, an ambitious store owner and an engaged centre team work towards the same outcome.
The former Pharmacy 4 Less tenancy had a darker, visually dense presentation that no longer reflected the opportunity of the location or the expectations of today’s customer. DCO’s rebrand introduced a brighter, more open and easier-to-navigate environment. Improved sightlines, clearer category presentation and a welcoming storefront made the tenancy feel more contemporary while preserving the personal service at the heart of community pharmacy.
Designing for the tenant, brand and centre
From the outset, DCO worked closely with Vicinity Centres‘ retail design and tenancy delivery management teams. The aim was not simply to apply a new logo or colour palette. Every part of the fit-out needed to meet three objectives: support the pharmacy owner’s commercial goals, deliver a consistent DCO customer experience and satisfy Bankstown Central’s design and operational requirements.
This collaborative approach allowed practical pharmacy needs to be addressed alongside the centre’s expectations for presentation, access and customer flow. The result is a tenancy that works hard operationally, presents strongly within the retail environment and contributes positively to the centre around it.
A stronger store and a stronger centre
The Bankstown conversion delivered a clear commercial return. In the first year following the rebrand, monthly sales increased by 21 per cent, gross profit rose by 4 per cent, and foot traffic climbed 7.1 per cent. Together, these results demonstrate the value that the right brand, retail environment and support model can unlock for an established pharmacy.
For the centre, the benefits extend beyond a single tenancy. Pharmacy generates frequent, needs-based visits and serves customers across a broad range of life stages. When paired with an accessible value proposition, recognised product ranges and trusted professional service, it can support repeat visitation, cross-shopping and activity for neighbouring retailers.
DCO now has more than 155 locations across Australia and serves more than 700,000 customers each week. Its rapid growth is underpinned by a simple model: combine competitive pricing that supports cost-of-living relief with friendly local service and the credibility of community pharmacy. Stores remain connected to the communities they serve while gaining the recognition, marketing reach, buying strength and operational support of a national network.
Partnering for the next stage of growth
DCO is actively seeking opportunities with shopping centre owners, developers and leasing teams across both greenfield and established centres. Whether the opportunity is a new tenancy, a relocation, a refurbishment or the conversion of an existing pharmacy, the objective is the same: create a commercially successful store that strengthens the centre’s everyday retail offer.
The Bankstown project provides a strong example of that approach in action. It was not change for appearance’s sake. It was a considered retail transformation that improved the customer environment, supported the pharmacy owner and created a brighter, more productive tenancy within Bankstown Central.
To discuss a leasing, development or pharmacy conversion opportunity with Direct Chemist Outlet, contact Wes Tossoun, COO, on 0447 334 498 or at wes@directchemistoutlet.com.au.
About the author: Ryan Fehily is a brand manager at Direct Chemist Outlet.
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