How C.O. Bigelow’s Third-Generation Owner Is Bringing the Drugstore Into the Future

Ian Ginsberg is still building the brand 180 years later

Ian Ginsberg had big plans of being a rock star. His parents had another idea for him.

Ginsberg, the third-generation owner of the 180-year-old C.O. Bigelow Chemists, dropped the mic and “was forced into pharmacy school,” he tells Ian Wishingrad in this week’s edition of I’m With the Brand. In the years since, Ginsberg has turned the iconic New York City pharmacy into a global brand. He’s also brought the fourth generation—his son—into the business.

Ginsberg prefers PR over influencers, building community over “pushing products,” and has the same concerns any brick-and-mortar retailer has about the future.

“It’s a tougher world,” he said.

Watch below for more brand-building insights in this week’s edition of I’m With the Brand.

Editor: Nick Gardner
@ChrisAriens Chris Ariens is the managing editor and director of video at Adweek.