A conversation with Anna Kaplan
In April 2012, Anna Kaplan became director of private brands for Rexall, a division of Katz Group Pharmacies Inc. She oversees all aspects of store brand product development at the Mississauga, Ontario-based company. With more than 18 years of experience in retail, Kaplan previously developed and grew private label programs for Toronto-based Shoppers Drug Mart and the Loblaw Companies, Brampton, Ontario.
Store Brands asked Kaplan to discuss her career, as well as what she sees going on in the store brand industry.
Store Brands: What are the most exciting store brand categories right now, and what makes them so exciting?
Anna Kaplan: In the last couple of years, Rexall has refocused its attention on the development and promotion of products aimed at helping make it easy for every customer that walks through the door to feel good every way, every day. That includes not only products that people put in their bodies, but also products that are good for the environment. The most exciting category for Rexall and our customers at the moment is our Be.better products. Last year, we launched Be.better, a Rexall private brand with more than 170 products that were carefully selected and designed to help Canadians live, feel and be better. The Be.better line includes healthier snack options, health and beauty products, environmentally friendly cleaning products, gluten-free vitamins and vegetarian probiotics.
Store Brands: What is your all-time favorite store brand product?
Kaplan: With over 2,500 products now on our shelves, it’s hard to narrow it down. But I’ve tried pretty much all of them, and I have to say that the Be.better Argan Oil Hair Care line is one of my favorites. But don’t just take my word for it — feedback from our customers has been outstanding because it is a professional-quality product with innovative and unique ingredients at an affordable price.
Store Brands: What is your fondest memory in your career so far?
Kaplan: In the last two years, Rexall has reinvigorated its private brand products with the introduction of five new lines — Be.better, Kit, Savvy Home, Nosh & Co [and] seasonal brand Rose & Robin — and the redesigned Rexall brand. I’m especially proud of the fact that we are focusing on healthier products for customers and ones that are friendlier to our environment. It’s a very exciting time for Rexall, and I am very fortunate to be part of a leading edge company that focuses on bringing consumers new and innovative products at affordable price.
Store Brands: Who is your greatest hero, and what makes him or her such an inspiration?
Kaplan: My grandparents are my greatest heroes. They met during the Second World War [and] had great family and work values. They’re always going to be my greatest inspiration in finding the positive in any situation in life.
Store Brands: How would you sum up your work philosophy?
Kaplan: It’s vital to truly understand what consumers want and expect. To do so, it’s important to be able to see around the corner and know what trends are coming. Understanding what consumers want and being able to develop those products are obviously critical to being successful.
Store Brands: If you hadn’t gone into retail, what career would you have chosen?
Kaplan: I really love what I do right now, and I still get very excited about each new product we’re developing. The truth is, I really enjoy the process of researching and developing unique and innovative products — and seeing them in the stores and especially in the consumer’s hands. So I’m guessing I probably would have ended up in a laboratory or research company trying to come up with the next great product that consumers just can’t do without.