grand plan to improve all Phoenix stores by the year 2,000. According to George Grundmuller, president and CEO of the Phoenix Stores Ltd., the idea is to make all of the stores within the group better suited to meet the needs of each individual customer. "At Collector's Hill Apothecary we implemented our vision of a community pharmacy by focusing on providing the finest customer service and an even broader selection of goods combined with a new layout for your ease of shopping,'' he explained. "We are trying to make the stores more customer friendly with wider aisles and more running shelf. We have also added an `Everyday Low Price Menu'. Another way we try to remain competitive for our customers is with our `Monthly Smart Buys'.'' An example of the Every Day Price Menu at work, said Mr. Grundmuller, is where the store selects the most competitive one or two items from the health and beauty department, and offers them at a reduced price. For the Monthly Smart Buys, between twenty and twenty-five items are selected and placed on sale for four weeks. There are also seasonal promotions such as candy and chocolate at Easter. "We sell over 100,000 items and we operate under a centralised point of sales system which means all cash registers fall under one main system,'' explained Mr.

Grundmuller. "When a price changes at the Reid Street store, all the prices at the branch stores are changed simultaneously.'' Mr. Grundmuller was appointed president and CEO of the Phoenix Stores Limited in August of last year. Employed at the Bermuda General Agency (BGA) Group of Companies since 1992, he served as its vice president prior to his promotion. "Mr.

Grundmuller's promotion reflects Phoenix Stores Ltd. planned accelerated growth, positioning itself for continued expansion as Bermuda's leading retail pharmacy group,'' said Ward Young, president of BDC Ltd., the parent company of BGA and Phoenix Stores Ltd. as he announced the president's appointment last year. "Mr. Grundmuller, with over thirteen years of management experience, has demonstrated outstanding achievement and proven leadership ability in his career with BGA. His strength and experience in purchasing and logistics will add a new dimension to the Phoenix Stores Ltd.'' According to Mr. Grundmuller, the plan to uprgade all Phoenix stores by the year 2,000 saw the first step taken last year. At that time, major renovations were made to the Reid Street Phoenix store. The Collector's Hill Apothecary, located in Smith's Parish, marks the second upgrade and will celebrate its grand opening tomorrow and Saturday. PHOTO President and CEO of Phoenix Stores Lts., George Grundmuller