Barney’s Has Private Brand In The Bag.

Barenys - The Discreet

Private Brands in upscale fashion seem to be all the rage these days and New York premium department store Barney’s is no exception. Barney’s features this Private Brand under their own label called “The Discreet” ($750). According to the blog Bag Snob the bag has a striking resemblance to a designer handbag the Valextra Boston. ($3,170)   The blog goes on to say: “Barneys has done an exceptionally good job with their private label bag line, tasteful styles with incredible quality.”

Barneys Clutch

The entire Barney’s New York Private Brand portfolio features more than 900 products ranging from watches to perfume.


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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.