Kroger Up 8% on Strength of Private Brands.

This week Cincinnati based grocer, Kroger reported that 200 fourth-quarter profits rose 8% (Dow Jones Newswire) from a year ago as sales of its Private Brands reached record-highs. Kroger further reported that is Private Brands hit a record 35% of total grocery unit sales, driven by the Kroger Value and Kroger Private Selection brands. Kroger operates 2,481 stores in 31 states, as well as regional chains including Ralph’s, Fred Meyer and Food 4 Less. Here is a great news video from CBS news in Denver, Grocery Stores See Surge In Store Brand Sales.

This is no surprise given that Kroger has worked hard to build a robust and customer relevant multi-tiered portfolio of Private Brands. Here is my take on their architecture:


Check out the Kroger website for some well done Private Brand Commercials.

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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.