Superdrug has opened a 5000 sq ft store in Banbury, which will house its first pharmacy in efforts to grow its reputation as a healthcare retailer.

The new store sells health and wellbeing products, such as medicines, vitamins and family planning products, as well as their usual beauty stock. The new format carries an extra 800 lines across the health and wellbeing categories, meaning that two thirds of the store is dedicated to pharmacy, services and health and wellbeing.

Steve Gray, Superdrug healthcare director, said: “We have taken a step ahead of our competitors. Customers don’t want [pharmacy] commoditised. They want expertise and a professional environment but they also want it to be accessible healthcare.”