Priceline is a health and beauty retailer with stores in every state and territory in Australia. The Priceline brand has two store types; a traditional Priceline and Priceline Pharmacy.[1] As of March 2010 there were over 330 Priceline branded stores throughout Australia.[2] Priceline is currently owned and operated by Australian Pharmaceutical Industries since its purchase in 2004.[1]
| Type | Subsidiary |
|---|---|
| Industry | Retail |
| Founded | 1982 |
| Headquarters | Victoria, Australia |
| Products | Health and Beauty |
| Employees | 300+ |
| Parent | Australian Pharmaceutical Industries |
| Website | www.priceline.com.au |
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Priceline was established in 1982; the first store opened at Highpoint in Victoria, and started as a beauty retailer.[1] In 2004 Australian Pharmaceutical Industries Limited (API) acquired the New Price Retail business which operated the retail brands of Priceline, Priceline Pharmacy, House, and Price Attack.[3][4] API divested its House and Price Attack chains in 2007 to focus its retailing strategy on the Priceline brand.[1] In 2008 Priceline launched a brand refresh with a new visual identity, store format and merchandise.[5]
Priceline is a health and beauty retailer of cosmetics, skincare, haircare and healthcare products.[6] Priceline is involved in pharmaceutical retailing through the Priceline Pharmacy brand.[5] There are currently over 330 Priceline stores throughout Australia.[2]
Australian business publication BRW ranked Priceline as Australia's 16th fastest growing franchise by revenue in 2010.[7] The company recorded annual revenue growth of 63.4% over the three years to 30 June 2009.[7]
Since 2007, Priceline have been a sponsor for 30 Days of Fashion and Beauty, one of the biggest yearly fashion and beauty events held in Australia.[8]
Priceline’s loyalty program, Clubcard, has 3.2 million members, making it one of the largest health and beauty retail loyalty programs in Australia.[5][9] Members earn points when making purchases and are rewarded with discount vouchers and prizes.[10] Clubcard members accounted for more than 40% of retail sales in 2009, with the average Clubcard member sale more than 30% higher than for a non-Clubcard customer.[5][6][11]
In 2007, Andrew Cruickshank, a store layout planner, was dismissed from his job from Priceline for 'operational reasons' under the WorkChoices Legislation. He alleged Priceline fired him on his $101 000 a year contract, replacing him with someone on a $75 000 contract. Priceline claimed otherwise, saying "It was not the same role...the person wouldn't have been capable of doing the same things".[12] The AIRC ruled in favour of Priceline and found that Cruickshank's termination resulted from Priceline's financial difficulties and the subsequent decision to reorganise its structure.[12][13]