According 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.”