Private Brand under Sheetz


sheetz-coffeeOn a recent trip to the frozen north I stumbled across a retail legend, Sheetz. This family owned convenience store/gas station chain based out of Altoona, Pennsylvania.  Is spoken of in the same manner as the beloved WaWa and has inspired legions of fans. Sheetz has with more than 350 locations across six states – Pennsylvania, Maryland, Virginia, West Virginia, Ohio and North Carolina.

These are nice stores a cross between a gas station, Starbucks and a Panera Bread. When I stopped in at 8:00 o’clock in the morning there where two lines waiting for both coffee and food. These guys have branded themselves well and the experience is rewarding. You are able to buy an array of National Brand and Private Brand products including, Sheetz brand coffee, Shweetz brand pastries and doughnuts,  Sheets brand bottled iced coffee and Renegade Private Brand sports drinks just to name a few. I am told that during the 90s, Sheetz also sold a Private Brand soda that became a cult classic called “It! Cola.
Overall, a pretty cool retailer with a intriguing brand experience and some interesting Private Brands.

sheetz2 sheetz-iced-coffee


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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.