European Private Label Sets The Standard.


Take a look at this excerpt from this extensive article published in this months Private Label Buyer. It paints a picture of some great Europe and and Canadian retailers and their Private Brands. Book a ticket today, and walk a store there is a lot to discover. This is only a small portion of the article, if you like Private Brand TV don’t miss the european commercials a the end of the post.

Spying on the Neighbors
PLB-05-09COVERModern private label has European origins, which significantly influenced Canadian retailers. So what can U.S. retailers of private label products learn from the retailers up north and across the Atlantic?

Much like hopping across puddles on a dreary day, U.S. retailers of private label goods could stay comfortable during this stormy recession by hopping across the pond and learning a thing or two from what retailers overseas are doing with their private label programs. In fact, Thom Blischok, president of Consulting & Innovation for Chicago-based Information Resources Inc. (IRI), wrote in IRI’s “Times & Trends Special Report: U.S. & Europe Private Label 2008” that U.S. retailers historically have looked at European programs for inspiration in developing their own private label programs.

plma-tradeshowAccording to the Nielsen Co.’s (of New York) market share statistics from the Private Label Manufacturer Association’s (PLMA) PLMA 2008 International Private Label Yearbook, the European country enjoying the largest private label share is Switzerland, at 54 percent. The United Kingdom, Belgium, Germany, Spain and France followed, at 43 percent, 42 percent, 40 percent, 34 percent and 32 percent, respectively. The report says private label’s market share increased in each of the 11 countries Nielsen audited during that period compared to five years ago. Back then, private label volume had a share of 30 percent or more in only four countries.

Canada, too, has been a private label hot spot for some time. That’s no surprise — Canadian retailers learned a lot from European private label programs.

Read the entire story.



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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.