Elephant Pharm

While the name Elephant Pharm pharmacy may conjure up images of a big box drugstore, this retailer prides itself on an intimate setting that boasts a store-within-a-store look and feel at each of its locations.

With two thriving stores already in place — one in Berkeley, CA, the other in San Rafael — the owners decided to expand the Elephant enterprise further within the state. Last December marked the opening of a 14,000-square-foot venue in Los Altos, an extension of the concept store vice president of marketing Lauren Schiller calls “a clear alternative to the Walgreen's-type pharmacies.”

Because the store is known for the three W's — wellness, wisdom and wit — a balanced design was of paramount importance. To achieve this goal, the team — including CEO Kathi Lentzsch, Schiller, Sandy Sickley, Tu Lam, and Beth Plevy — looked to their customers for guidance. “Our concept was created to offer health-conscious consumers a health- and wellness-minded product selection, superior customer service and easy access to information,” notes Schiller.

To simplify the shopping experience, the store's design emphasized its core product categories. The idea, says Schiller, was to “make it easy for customers to find their specific purchase, yet create a feeling of discovery using softer shapes with fewer paths between departments” — a major factor distinguishing specialty stores from chain retailers.

Two kinds of pharmacies, prescription and herbal, stand side-by-side, and feature related drugstore and vitamin/supplement sections. Both are constructed with dark zebrawood laminate to warm up the cold style notorious in other pharmacies.

At the front of the store is the body and face care department, framed in the round by custom-made fixtures showcasing high-end products. Bamboo flooring surrounds the individual cosmetic display stands and a comfy chair for facials, creating a distinct boutique area. This layout also affords privacy, which Schiller says is helpful when a customer is consulting with an aesthetician.

The main gift area surrounds the rest of the store, creating a natural transition into other sections. An elephant trunk-style walkway winds through each department, prompting shoppers to browse. “This generates a lot of interest that might not otherwise occur, and results in impulse purchases,” Schiller adds.

Because Elephant Pharm seeks to educate its clientele, the store was designed with ample room for classes and other events, including book signings and talks. In the Los Altos venue, the 300-square-foot classroom is the store's focal point, and the first thing the customer sees upon entering.

“Our customers tell us our store is a fun place to hang out and shop because of the variety of products, the free classes and consultations, and the helpful staff that is friendly, caring and non-judgmental,” enthuses Schiller. “They actually feel better when they leave the store than when they walked in.”