300 priceline stores stock poh, page-13

Interesting Discussion point. Priceline is in fact not at the bottom end of the market at all. They should not be confused with a Chemistwarehouse for example which is in an entirely different space.

It is actually positioned as a midtier "mass-market" retailer. Some have coined the phrase "mastige". All of the major International Brands like L'Oreal, Revlon, Procotor Gamble and even local upmarket brands like Dr Lewinns are major suppliers to Priceline. Elixia is in very good company sitting alongside such renowned brands and industry giants.

What Priceline offers to Elixia as a brand is volume sales across a major national retail chain- and that is great for POH and great for shareholders.

KC