Pakaging Digest Examines Private Brand.

Here is a great article on the growth of Private Brands and their impact on packaging complete with quotes from yours truly.

Private labels are booming

Packagin DigestRetailers go head-to-head with national brands by developing private brands with variety of products designed to attract consumers who seek VALUE AND QUALITY.
John Kalkowski, Editorial Director — Packaging Digest, 7/1/2009

On retail shelves everywhere, private brands are making their presence known. In fact, according to a recent study by the Private Label Manufacturers Association (PLMA), products sold under the label of retailers themselves now account for more than 22 percent of all unit sales.

While many of us might think of private labels as the bare-bones, black-and-white boxes of generic products that appeared in the 1970s, private labels have been used by retailers for decades, according to Brian Sharoff, president of the PLMA. He explained that department stores first started using their own brands for clothing and housewares more than 100 years ago. Supermarkets began developing their own brands with the founding of Kroger and A&P at the beginning of the 20th Century.

“The last thirty years reflect the evolution of private labels from a purchase of last resort to what are brands in their own right sold by retailers,” Sharoff says. In many respects, he says, private brands surpass national brands in categories where national brands might not even exist. “At retailers like Wegmans and Safeway, you see categories where there is no national brand. There are only the retailers’ brands that are pioneering in those categories.”

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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.