The Transformation of Great Value: Walmart.


The new issue of Private Label Buyer includes the following in depth article written by Kathy Canning. It is a nice in depth look at the changes that Walmart is making and the evolution of “Great Value.”

PLB-08.09COVER_LRThe Art of Transformation

While many other retailers have seen sales tumble during this painful, prolonged recession, Bentonville, Ark.-based Wal-Mart Stores Inc. (Walmart) has been bucking the downtrend. The world’s largest retailer has been luring in bargain hunters — including a previously untapped ensemble of middle- and upper-middle-income shoppers — with its two-year-old “Save Money, Live Better” promise, a new logo and other strategic changes.

In prepared remarks for Walmart’s 2009 shareholder meeting on June 5, new President and CEO Mike Duke noted that the retailer’s performance during the past year (fiscal 2009, ending Jan. 21, 2009) was strong, with worldwide sales surpassing the $400 billion mark for the first time.

Read the entire story.

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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.