Chemist Warehouse has entered new territory, opening its first UK store last week and drawing more than 700 customers on its first day. But does the Australian pharmacy giant, with its sensory overload of narrow aisles, crowded shelves and yellow tickets in every conceivable direction, have what it takes to compete with Britain’s established retailers, among them Superdrug, The Perfume Shop and the 177-year-old market leader Boots? 

Talking to Inside Retail, Chemist Warehouse deputy CEO Mario Tascone certainly seems bullish. “When it comes to price, we are very clear, our worldwide promise to shoppers is simple – we won’t be beaten,” he said. “We also know everyone loves value, especially during a time when cost of living issues seem universal everywhere.”

In fact, he believes Harrow, in northwest London, presents a particularly suitable location for the retailer’s first opening. Its diverse population reminds him of the Melbourne suburbs where Chemist Warehouse first established itself. The early signs are promising. Tascone recalled that more than 1000 customers have visited the Harrow store daily since opening, a reception he said exceeded expectations. The pharmacy retailer has ambitious plans for the market, with more London stores expected within months and a rather hubristic pledge to beat its rivals on price.

Boots, UK’s largest health and beauty retailer, would be Chemist Warehouse’s most formidable opponent, operating more than 1800 stores, stocking over 500 beauty brands, and counting more than 17 million active loyalty members. 7 million loyalty members.

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