Apparently, for the last year or so, CVS has been renaming its PharmaCare specialty stores as CarePlus CVS/Pharmacy. This door in Hell's Kitchen in NYC is an upscale boutique-style pharmacy, with a holistic-medicine feel. Obviously, it caters to a different segment than the regular CVS/Pharmacy but essentially keeps the same name. Seems like it could be confusing to me... as it seems it once was to CVS management.
Apparently, the name of both the back end and the retail portion of the specialty pharmacy division at CVS has gone through a lot of changes, including the removal of the "CVS" moniker as seen in this 2004 press release:
PharmaCare announced today that the name of CVS ProCare, its specialty pharmacy division, has changed to PharmaCare Specialty Pharmacy. The name change will reduce market confusion and convey the synergies that exist between offering pharmacy benefit management services along with specialty pharmacy services.
I guess the 2004 move didn't really reduce market confusion in the way they would have liked...