Dave Nichol returns to Advise Loblaw

nicholsAccording to the PLMA Escanner:

Loblaw in Canada has hired an icon of private label retailing, Dave Nichol, as an adviser to help expand the supermarket chain’s store brand program. The retailer is aiming to boost its market share for store brands to 30% by 2010, up from the current level of 25%. To achieve its targets, the company is working with former Loblaw executive Dave Nichol, who helped develop the store’s No Name brand in 1978 and its President’s Choice brand in 1984. The company is seeking to better define the distinctions and price gaps between the two brands. Nichol has his own firm and is advising Loblaw executives on future direction.

“In this economy, it’s probably easier to steal your competitors’ customers than at any other time,” Nichol says “The consumer is willing to switch supermarkets if you give them a real reason why they should change. It’s probably an once-in-a-lifetime opportunity.”



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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.