Sigma Healthcare has officially commenced the transformation of My Chemist stores into Amcal+ pharmacies, beginning with the reopening of the Chadstone location in March and the recent conversion of Amcal+ Northland at Northland Shopping Centre, Preston—now the seventh store in the rollout. The initiative is part of Sigma’s broader strategy to restore Amcal to its former prominence in the Australian pharmacy sector, supported by the recent merger with Chemist Warehouse Group.
The stores have been completely reimagined to reflect the Amcal+ format, offering an expanded health, wellness, and beauty experience.
“Our vision is to restore Amcal to its rightful place as one of Australia’s most trusted and recognisable pharmacy brands,” said Mario Tascone, Chief Operating Officer of Retail at Sigma Healthcare. “We see enormous potential in reintroducing Amcal to a new generation—one that values wellness, staying well, and living well.”
Tascone reflected on the brand’s strong legacy. “It was the number one pharmacy brand back in the 80s—everyone aspired to be Amcal. We want to get that back.”
The momentum has been fuelled by Sigma’s merger with Chemist Warehouse, combining Sigma’s wholesale strength with Chemist Warehouse’s retail know-how to create what Tascone calls “a powerful new chapter” for Australian pharmacy.
Tony Bassaly, Amcal+ General Manager Franchise Brands, said customer needs are at the heart of every decision. “Let’s be honest—at the core of everything we do, it’s for the customer. Every decision, every execution is driven by a deeper understanding of their needs,” he said. “We’re constantly evolving, adapting, and responding to meet changing expectations. That agility ensures every aspect of what we build is designed with the customer in mind.”
Bassaly, who brings decades of experience across both My Chemist and Chemist Warehouse formats, is now helping shape Amcal’s future. “I’ve simultaneously owned and managed both My Chemist and Chemist Warehouse stores, so I deeply understand the differences between the brands and what each customer group values,” he said. “I’m excited about using that experience to support Amcal’s return to its former glory.
“Together, we’re not just reimagining the Amcal brand—we’re reshaping the future of pharmacy in Australia,” he added.
Sigma’s Head of Retail Operations, Renee Watson, praised the retail expertise being brought back into the Amcal fold. “They’ve learned what works in retail and pharmacy—and they’re bringing that to Amcal,” she said. “Our members are absolutely going to embrace it.”
Watson also acknowledged the support of the Amcal National Council, made up of stores nationwide. “They advocate for our members and ensure we’re aligned as we grow the brand together.”
The revitalised stores also feature Amcal’s Ultra Beauty offering, designed to meet the needs of today’s pharmacy consumer with a curated range and easy pathway to purchase. “This model can suit a range of store sizes, and we’ve already piloted seven conversions in different formats. The momentum is real,” said Watson.
The relaunch is supported by a national brand campaign, including high-impact advertising at major venues like the MCG and Perth’s Optus Stadium. Amcal’s new platform, Genwell, will further drive engagement across Foxtel and Binge, combining real health stories with educational content and supplier product integration.
“You don’t often get to work on something that makes such a meaningful difference to families,” said presenter Alison Brahe-Daddo, who appears in the Genwell series. “It’s been nothing short of amazing.”
Read the AUTUMN ’25 issue of Retail Beauty below:
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