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The Navarro drugstore chain will soon launch its own private label, selling everything from diapers and shampoo to plantain chips and makeup.

The Vida Mía brand will debut this fall at Navarro’s 28 stores in South Florida. But Navarro’s president has ambitions far beyond Miami, where a Cuban entrepreneur opened the first pharmacy 50 years ago. In an attempt to reach the booming Hispanic market in the rest of the country, the company will also sell its Vida Mía products online and through its wholesale business.

“Nobody is paying attention to the Hispanic market,” Navarro CEO Steve Kaczynski said. “This is something unusual nobody else has done. It caters to Hispanics, which is what Navarro is all about.”

Vida Mía products will be sold at similar or cheaper prices than name-brand items, comparable to generic lines at other chains like Target, Publix and Walgreens. The main difference will be its bilingual packaging – in English and Spanish – and some specific items that are popular among Hispanics.

In its initial launch, Navarro will roll out 120 products, mostly vitamins and supplements. Within the first six months, however, Kaczynski expects to offer 300 products in six categories: food, home, beauty, body, health and baby.

If the line is successful, Vida Mía may also branch into kitchen appliances.

“We sell a number of different espresso machines at Navarro. Why not have our own Vida Mía espresso machine?” Kaczynski said. “The majority of Hispanics eat rice. Why not have our own rice cooker?” READ MORE