Priceline

Priceline is an Australian health and beauty retailer. The Priceline brand has two store types; a traditional Priceline and Priceline Pharmacy. It is owned by Australian Pharmaceutical Industries, which was acquired by Wesfarmers in 2022. History Priceline was established in 1982; the first store opened at Highpoint Shopping Centre, and started as a beauty retailer. In 2004 Australian Pharmaceutical Industries (API) acquired the New Price Retail business which operated the retail brands of Priceline, Priceline Pharmacy, House, and Price Attack. API divested its House and Price Attack chains in 2007 to focus its retailing strategy on the Priceline brand. In 2008 Priceline launched a brand re-positioning with a new visual identity, store format and merchandise. This is when the livery changed to the recognisable magenta pink shade synonymous with the Priceline brand. In November 2021, Priceline was included in the sale of Australian Pharmaceutical Industries to Wesfarmers. Priceline brand Priceline is a health and beauty retailer of cosmetics, skin care, hair care and health care products. Priceline is involved in pharmaceutical retailing through the Priceline Pharmacy brand. There are currently over 470 Priceline stores throughout Australia. Australian business publication BRW ranked Priceline as Australia's 16th fastest growing franchise by revenue in 2010. Total network sales for the financial year 2019 were up 2.4 per cent to $2.2 billion.