Priceline (Australia)

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ProductsHealth and Beauty
Number of employees
ParentAustralian Pharmaceutical Industries

Priceline is an Australian health and beauty retailer. The Priceline brand has two store types; a traditional Priceline and Priceline Pharmacy.[1] As of July 2018 there were over 450 Priceline branded stores throughout Australia.[2] Priceline is currently owned and operated by Australian Pharmaceutical Industries, since its purchase in 2004.[1]


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 Brand[edit]

Priceline is a health and beauty retailer of cosmetics, skin care, hair care and health care 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]

Loyalty scheme[edit]

Priceline’s loyalty program, Sister Club, has over 4 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] Sister Club members accounted for more than 40% of retail sales in 2009, with the average Club member sale more than 30% higher than for a non-Club customer.[5][6][11]

Industrial relations case[edit]

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]

See also[edit]


  1. ^ a b c d "About Priceline" Archived 9 February 2010 at the Wayback Machine. Priceline. 2009.
  2. ^ a b Fisher, Leo D'Angelo. "A new script", BRW, 25 February-31 March 2010, p. 34.
  3. ^ "Company Profile: API" Archived 3 October 2009 at the Wayback Machine. CareerOne.
  4. ^ Taylor, Debi. "From pharmacy to drugstore", The Age, 17 September 2005.
  5. ^ a b c d Fisher, Leo D'Angelo. "A new script", BRW, 25 February-31 March 2010, p. 33.
  6. ^ a b "Australian Pharmaceutical Industries Limited 2009 Annual Report" Archived 23 February 2011 at the Wayback Machine. Australian Pharmaceutical Industries.
  7. ^ a b Fisher, Leo D'Angelo. "A new script", BRW, 25 February-31 March 2010, p. 28.
  8. ^ 30 Days of Fashion and Beauty 2009, MediaWeek, 20 July 2009.
  9. ^ Lee, Julian. "Loyalty card key to Priceline's advance", The Sydney Morning Herald, 30 April 2010.
  10. ^ Chappell, Trevor."Priceline reaps loyalty program benefits", The Sydney Morning Herald, 20 January 2010.
  11. ^ Sharp, Ari. "New loyalty schemes pay for retailers", The Age, 11 May 2009.
  12. ^ a b Schubert, Misha. "Priceline case puts focus on IR laws", The Age, 25 April 2007.
  13. ^ Godfrey, Kelly & Moulton, Adam. "Employees fail in operational reasons termination claims", Human Resources Leader, 15 May 2007.

External links[edit]