Walmart Grows Private Brand.

Walmart Great Value Private Label

This past week Forbes featured a great article on Walmart and Private Brand with commentary on both Kroger and Costco.

Wal-Mart Turns To Private-Label Products

Looking to take back market share from competitors like Kroger, the discount giant expands other divisions. As budget-minded shoppers roll through grocery store aisles looking for ways to stretch their cash, grocers are responding to the competitive pricing environment by doing their own share of penny-pinching.

For Wal-Mart Stores which touted itself as the low-price leader even when other stores tried to lure higher-income shoppers with remodeled stores and improved product mix–private-label products are the key. In March, the retailer said it would expand its Great Value store brand to offer more cheaply priced groceries and consumer staples to its customers.

Supermarket operator Kroger, which has one of the best-developed private-label businesses in the sector, has been able to win market share from rivals because store brands grant retailers more control over costs and pricing. In Kroger’s first quarter, private-label revenue accounted for 35% of the quarter’s sales.

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.