Walmart is in "Your Zone"?


Walmart today announced another Private Brand launch in its continuing effort to grow its Private Brands. This on the heels of its Great Value redesign and relaunch creates more pressure on national brands and significant shifts to the growing Walmart Private Brand portfolio. As the Walmart Private Brand strategy unfolds it will be interesting to see the extent to which it becomes a portfolio restructuring and optimization.

The new brand is Your Zone a new home furnishings collection for teens.

According to the press release:
\”Your Zone provides a platform for teens to create their own space and express their evolving personality, for less,\” said Linda Hefner, executive vice president of Home at Walmart. \”The Your Zone collection further strengthens our branded product offering. Teens love the fun products, and Moms love the unbeatable prices.\”

Bedding is available in bright, fun patterns and reversible solids, and includes comforter sets priced from $28 to $40, sheet sets from $12 to $24, and window treatments for under $15. Interchangeable rugs, pillows and throws are also available to personalize the look, along with bulletin boards, display shelves, and other accessories. Furniture and lounge seating will arrive in stores in late spring to round out the collection.

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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.