The Boots store in Oxford city centre has been given a £2m revamp - and 10 new jobs have been created.
Bosses set up a customer panel to find out how the Cornmarket Street branch could be improved and have made a range of changes and improvements.
On the ground floor the sales area has been expanded while the second floor now has three dedicated consulting rooms where pharmacists and in-house opticians advise customers on a one-to-one basis.
The store now employs about 150 full- and part-time staff.
Spokesman Rebecca Hulme-Edwardson said: "We have got 1,400 stores across the country and this one is now in the top 150.
"The product range has been expanded and there are new advice points for both healthcare and skincare."
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