Lorena Garcia Says Hi!

lorena Garcia Private Brand I haven’t spoken much of exclusive private brands bu there are many retailers that use this as a significant if sometimes expensive part of their strategy. Target is well known for its many exclusive brands often generated from relative unknowns who Target is able to build to stardom. Michael Graves although widely respected by design and architecture afficionados was relatively unknown to Mom and Dad America. Kohls follows a similar strategy but uses extremely relevant musicians and skateboarder to lend credility and creat relevant brands. Vera Wang now has everything from handbags to skirts to bediing in Kohls, not cheap. Are they all worth the investment given Kohl’s very active discounting?

Charlotte is home to the corporate headquarters of the largest privately held department store chain, Belks. They have also utilized several exclusive brands with licensing agreements. Here is their home decor cooking brand Lorena Garcia.  According to her website she is one of america’s leading latina chefs with multiple tv credits. I am not sure I get stretching a latina chef from cookware to bath towels, but maybe it works?



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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.