Walmart Recalls Private Brand DVD Players.

Durabrand DVDWalmart has announced that it is recalling About 1.5 Million Private Brand DVD players. According to the Consumer Product Safety Commission website: Wal-Mart has received 12 reports of DVD players overheating, five of which have resulted in fires that caused property damage. No injuries have been reported. The recall involves a single Durabrand DVD player with a remote control. The device is silver colored and has a U-shaped opening at the top to insert the DVD. They where sold at Walmart stores nationwide from January 2006 through July 2009 for about $29. Although no injuries have been reported, Walmart should be applauded for this voluntary recall.

After the much talked about relaunch of Great Value, Walmart has announced significant quality inititiaves to maintain the quality of the New and Improved brand.

According to the Great Value press release:

With a strong focus on better quality, Walmart worked with several hundred suppliers and product testing facilities to:

  • Test more than 5,250 products against leading national brands to ensure Great Value quality is equal to or better;
  • Conduct more than 2,700 consumer tests to compare the flavor, aroma, texture, color, and appearance of Great Value products against leading national brands;
  • Change the formulas for 750 items including: breakfast cereal, cookies, yogurt, laundry detergent, and paper towels; and

The question after this recall is will this focus on quality extend to Private Brand products across the store. Quality issues are the easiest way to destroy brand equity and consumer trust. Domestically made food products can be simple compared to the 1000’s of internationally sourced products in the average Walmart.

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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.