Dress at Jean Coutu | You can find everything there, even… clothes

You don’t just find a friend at Jean Coutu… there are also dresses and jackets. Although the sale of clothing in these pharmacies is not new, some are now dedicating more space to it and even promoting it on social networks. A risky bet, according to a marketing expert interviewed by The Press.

Coats for $49.99, jackets for $129.99 and even jeans for $29.99. These are the kinds of items that consumers might find when they go to buy shampoo, baby diapers or acetaminophen tablets. “Our latest fashion additions are here for summer! Hurry up, our stocks are limited,” we can read on the Facebook page of a Jean Coutu in Varennes while a video shows a lady proudly wearing different sweaters, skirts and dresses in bright colors.

In Berthierville, on the same platform, consumers were recently invited to take advantage of “40% off selected summer clothing for adults and children.”

Other pharmacy owners use videos posted on TikTok.

Renovated a few months ago, a Jean Coutu branch on Jean-Talon Street in Montreal now devotes a large space to clothing. When entering the store, it’s impossible to miss the jacket and pants set hanging on a display, we noticed a few days ago.

However, not all pharmacists have taken the “clothing turn”. But it is clear that, recently, some have decided to put more energy into the concept.

Peter Bochi, vice-president of Bochi Brothers, a company that imports clothing and is one of Jean Coutu’s suppliers, also confirmed to us that there was more demand than before, although he did not give figures.

Metro, which manages the Jean Coutu brand, nevertheless emphasizes that the sale of clothing is “optional”. Pharmacist owners are not required to have dresses, sandals and plaid jackets in store.

“This is not a banner alignment. We will not start selling skirts across the entire network,” said Catherine Latendresse, head of communications at Jean Coutu.

“ [Les pharmaciens propriétaires] have a certain latitude. They know the environment in which they are well. There are some who decide to exploit it a little more because they have the space to do so. »

A pharmacy fitting room

However, Jean Coutu already seems to have had the ambition to sell more pants, skirts and other shirts throughout its network. In 2012, when the company belonged to the Coutu family, the introduction of clothing was announced at the branch on Sainte-Catherine Street East, in the Village.

“My father decided to have a beautiful clothing section, believe it or not,” said François J. Coutu, who was at the time the president and CEO of the Jean Coutu Group.

Nearly 12 years later, The Press was able to see that clothes are always in the spotlight on the second floor of this store where there is a fitting room for customers who are tempted by jeans, jackets and even bras. While she was busy placing the new arrivals, an employee confirmed to us that the clothing section was very popular.

Who dresses at Jean Coutu?

Furthermore, it is difficult to know more about the type of clientele who renew their wardrobe at Jean Coutu and to know the reasons which push pharmacists to have such an offer. The owners contacted all refused to answer our questions, referring us to Jean Coutu head office.

However, on the side of the company’s communications department, M^me Latendresse had few answers to provide. “This is not a banner decision. I can’t [expliquer] why they decide to wear jogging pants. It is not part of the offer that we are asking to put in place,” she insisted.

A risky bet

For Bernard Godbout, marketing expert, who has already worked for Familiprix and Pharmaprix, selling clothes in pharmacies is a “risky bet”.

“There are places where it can work well… but it’s limited,” believes Mr. Godbout.

As for other brands, like Pharmaprix or Uniprix, we are, for the most part, content to sell caps, tuques, gloves and scarves.