5th Grade Science Projects Are Hell!

Staples Stapler
A Staples Brand Stapler

Of course my 5th grader has procrastinated and the science project that he was supposed to be working on is due this week and not even close to being done. This project is unbelievable, the amount of supplies needed and the organization required to get it done is simply incredible. So off to Staples we go to buy the old standard tri-fold presentation board, little do I know that they run from $7 to $30 dollars and of course my ten year old thinks the most expensive one is cool. I love an office supply store and this Staples has only recently opened so we spend a little time wandering around. It is no surprise that they have private brand, the core of it is their Staples brand and it plays well into the their equities. Office supplies, reams of paper, staples(of course), all the commodities that make up this type of big box store.

But stuck right in the middle of the first aisle is a display of their upscale, more fashion oriented M by Staples brand, it feels very current and well designed and was really a nice surprise in a otherwise typical big box experience. So far it has a fairly limited presence, it will be interesting to see how and where it grows.



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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.