Walmart’s Marketside to Introduce Private Brand.


Yesterday, an article from Reuters announced that Walmart will be testing Marketside Private Brand products in its stores is an interesting news from the worlds largest retail. This combined with last month’s announcement that the Walmart name would be added to Marketside storefronts could shape up to be a significant strategic shift. If they can successfully launch fresh Private Brand product under the Marksetside name the small store could serve as an incubator and test kitchen. Done well it could build brands with significant equity and serve as a catalyst for growth for all of Walmart.

Marketside food items for sale in Wal-Mart stores

Wal-Mart Stores Inc has put on hold plans to open more of its Marketside stores, but the world’s biggest retailer is testing the sale of Marketside branded food in some of its U.S. discount stores. “We are testing a number of concepts on home meal replacements and chilled entrees in select Walmart stores,” Wal-Mart spokeswoman Amy Wyatt-Moore said in a statement on Monday. “The Marketside food offering in select Walmart stores is an example of that.”

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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.