Eight BENU Farmacia, a reference point for PHOENIX Pharma Italia, have been inaugurated in recent days, renovated with the new concept in Bologna, Bergamo, Milan, Prato and Modena. The inaugurations give continuity to the path of investment in proximity, which saw the renovation of twelve pharmacies in 2025 and was born from listening to the needs of customers, the local area and pharmacists.
The new concept of BENU pharmacies, already successfully tested, is based on two cornerstones: quality of customer experience and operational efficiency. Comfort, hospitality and interaction characterize spaces dedicated to health, well-being and prevention, with the Beauty Circle areas, the services of the Health Hub format and, in some pharmacies, beauty cabins equipped with technologies for personalized treatments.
«Continuous listening to customers, analysis of local markets and discussions with the pharmacists and staff who work in our pharmacies every day guide our choices. From this comparison, targeted and concrete interventions are born to improve the customer-patient experience and work in the pharmacy.” comments Maria Antonietta Iacovaccio, Retail Sales Operation Director of PHOENIX Pharma Italia. «With these premises we continue with conviction in investments in owned pharmacies. It is a commitment that we carry out in the field, working together with our teams to build a pharmacy that is increasingly closer to people’s needs. We believe in a model that puts the customer-patient at the center and enhances the role of the pharmacist, integrating innovation, consultancy and services. Every intervention on spaces and tools must contribute to this objective: simplifying daily activities and dedicating more time to relationships with people.”
The evolution is visible from the outside: the fully exposed windows make the environments open and immediately welcoming, while the contemporary design and digital windows enhance the offer and make the communication of services, initiatives and promotions more direct and usable. Internally, solutions such as skin analysis supported by artificial intelligence enrich the consultation and help to respond specifically to people’s needs. The profoundly renovated spaces include, among other things: a decidedly wider assortment; greater valorisation of relevant categories; more space for prevention, well-being and beauty; environments that are more immediately functional to the needs of patient-customers.
In some cases, the renovation also includes the transfer of the pharmacy to a new location, with the aim of improving accessibility and responding to the evolution of the territory and city flows. This is the case of the Prato 9 and Villaggio Giardino pharmacies in Modena.
The experience continues through an increasingly integrated ecosystem between pharmacy and digital channelswith the BENU App, remote bookings, Carta Extra, which has over 700,000 active cards in Italy, and Marketplace. In this context, click & collect also confirms itself as a key tool for loyalty and for the consolidation of the pharmacy as a point of reference in the area.
The BENU format is constantly evolving, to support the pharmacist and improve the ‘Customer Experience’. High added value services, increasingly strong synergies with the industry and concretely “intelligent” digitalisation strengthen the role of the pharmacist as a trusted consultant, in a relationship based on listening, assistance and personalized services.
The evolution of the format continues to refer to the most advanced technologies. The centralized Dynamic Pricing system and electronic labels allow timely updating of prices and clear and immediate communication to the customer. Centralized order management and VMI (Vendor Managed Inventory) automatic reordering systems optimize stocks and assortments, reduce waste and simplify procurement activities. The most recent introductions also include a warehouse robot to automate part of the processes. These solutions free up time to dedicate to consultancy and relationships with people. LED walls also play a central role in the new concept, enhancing the communication of prevention and health services, offers and initiatives.
The transformation of the format takes place in the name of commitment to environmental sustainability: FSC certified furnishings in wood from responsibly managed forests, LED lighting and climate control systems to reduce consumption and inefficiencies define spaces consistent with current needs and the values of the brand. At the center of the vision of BENU Farmacia, the evolution and growth of prevention and wellness services. In the first 9 months of 2026, over 43,000 services were provided in BENU Pharmacy (+21.5% compared to the previous year), including 7,800 telecardiology services (+35%) and 8,000 ‘blood tests’.
“We love to remember that with our brands we were among the pioneers of pharmacy services, because it is part of our vision to always open new paths and above all it is an essential part of our commitment to meet, as much as possible, the needs of the territories and communities we serve day by day. We are proud of the increase recorded in the provision of services, which goes beyond 20%, and in particular the increase in telecardiology services, which goes well over 30%. We then held over 110 Health Days across the entire BENU network in Italy. We know what it means, in terms of prevention, quality of life and health of the population. These are our priority objectives and the reason for our daily work, with our pharmacists who, together with our customer-patients, experience the pharmacy as an irreplaceable safeguard for health and well-being in the area. We continue on this path, investing and believing in our HUB Salute format, which is central to the brand’s mission and strategy.” Comments Sara Tassinati, Director of Retail Sales Innovation PHOENIX Pharma Italia.
«Our strategy goes far beyond an advanced refit, however complex and demanding. We want to offer a widespread and advanced presence in cities and territories, a wider and more accessible assortment, more services for the community and technologies that help pharmacists with daily complexities. Our pharmacists and our staff enthusiastically participate in the evolution of the format, with their irreplaceable role in building a network of health and trust”, concludes Iacovaccio. «From dermocosmetics to prevention services, up to specialized aesthetic courses also dedicated to cancer patients, we continue to develop a complete and accessible experience, capable of responding to people’s different needs. The listening and participation of pharmacists are essential to improve pharmacy work and customer experience. It is in this context that the Retail Advisory Board is inserted, a space for discussion between network colleagues and management, created to transform experiences, needs and proposals into concrete interventions on people, processes and tools”.
And it is precisely with this vision of ‘Culture of listening’ that, in the coming weeks, BENU Pharmacy will give life to again Annual roadshow, divided into seven stages in as many citiesto meet the teams of all the pharmacies in the network. An opportunity for direct discussion to share results, listen to needs and proposals and build the brand’s next steps together.
The list of renovated pharmacies
Bologna and province
- Republic PharmacyBologna: Via Cleto Tomba, 29 – 40127 Bologna (BO) *HEALTH HUB
- Republic PharmacySan Lazzaro: Via Repubblica, 52 – 40068 S. Lazzaro di Savena (BO) *HEALTH HUB
- Marconi PharmacyCasalecchio: Via Marconi, 47 – 40033 Casalecchio di Reno (BO) *HEALTH HUB
Bergamo
- Pharmacy Bergamo 1: Via Verdi, 2 – 24121 Bergamo (BG)
Milan
- Pharmacy Milan 10: Via Palanzone, 33 – 20162 Milan (MI)
- Pharmacy Milan 75: Via Washington, 74 – 20146 Milan (MI) *HEALTH HUB
Modena
- Garden Village Pharmacy: Piazza Guido Rossa, 25 – 41126 Modena (MO) *HEALTH HUB
Lawn
- Prato 9 Pharmacy: Via via Giosuè Bagatti 3, – 59100 Prato (PO) *HEALTH HUB