Kipplinger Looks for Continued Growth of Private Brand

The Kiplinger Resource Center takes a nice look at the state of Private Brand and its growth in the lagging economy. The article includes quotes from Neil Stern, a senior partner at McMillan Doolittle; Krista Faron, senior new product analyst at Mintel; Jim Hertel, a managing partner at Willard Bishop as well as Milt Sender, the chairman of Daymon Worldwide.

Frugal Shoppers Are Here to Stay

When the recession ends, private-label sales growth will continue…but at a slower pace.

Milt Sender-bioThe strong sales growth in cheaper private-label goods is likely to last. Growth in sales of store brand products will continue to outpace gains in national brands even after the recession, particularly at drugstores, mass merchandisers, dollar stores and warehouse clubs. And stores will expand their private-label offerings across the board, from premium store-exclusive products down to the cheapest national brand copies of well-known brands.

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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.