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ICA’s pharmacy operations to be named Apotek Hjärtat and given a new logotype

In January, ICA Gruppen’s acquisition of Apotek Hjärtat was completed and during the spring Cura pharmacies and Apotek Hjärtat have been merged into a single company. It has now been decided that the new company will be named Apotek Hjärtat and have a new graphic profile which includes the ICA symbol as part of the new logotype.

As a first step, all units within Cura pharmacies will be reprofiled. The work will begin in June and be completed by the end of the year. The remaining pharmacies will be rebranded with the new logotype during 2016. The first pharmacy to get the new profile will be the former Cura unit at Maxi ICA Stormarknad Lindhagen.

“We have chosen to keep the name Apotek Hjärtat but add ICA to the logotype. This way we leverage the strength of two of Sweden’s strongest brands. ICA wants to be the leading player within health and wellness and the acquisition of Apotek Hjärtat was a critical piece of the jigsaw for attaining that position,” says Per Strömberg, CEO of ICA Gruppen.

Work now continues with, among other things, the customer loyalty programmes. Apotek Hjärtat’s loyalty card will be valid in all the pharmacies that are reprofiled to Apotek Hjärtat. The loyalty programmes for ICA and Apotek Hjärtat will be coordinated during 2016.

Apotek Hjärtat’s new logotype is attached.

For more information
ICA Gruppen press service, telephone number: +46 10 422 52 52

ICA Gruppen AB discloses the information provided herein pursuant to the Securities Market Act and/or the Financial Instruments Trading Act. The information was submitted for publication at 07.05 CET on Wednesday, 6 May 2015.

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