Say Goodbye to Southern Home, Hello Food Lion

Southern Home Store Brand

This past weekend my wife, children and I shopped one of the few local Bi-Lo’s in the Charlotte area. I grew up shopping at Bi-Lo. My childhood home was less than a mile from the corporate headquarters, and our local Bi-Lo was my mother’s store of choice. So with the recent announcement that the Delhaize Group, parent company of my former employer Food Lion, intended to acquire Bi-Lo, I thought I would stop in one last time before the transition.  I understand that this is still pending and there are other suitors in the mix, but this is certainly the end of the Bi-Lo that I grew up with.

So it leaves a question for this blog: What will happen to their Private Brands? Southern Home is their mid-tier, national brand equivalent brand but with 214 stores in North Carolina, South Carolina, Tennessee and Georgia, I would have to believe that an existing Delhaize would replace the Bi-Lo brands with their own Private Brands. The other brands in the Bi-Lo portfolio (Top Care, Full Circle, Clear Value and Paws Premium) are part of the Topco stable of brands and will certainly be replaced by the corresponding Delhaize brand:

Southern Home = Food Lion, Bloom or Hannaford brand

Top Care = Healthy Accents

Full Circle = Nature’s Place

Clear Value = Smart Options

Paw’s Premium = Home360 Pet

Previous articleKellogg’s Fights Private Brands With Tattoo’s
Next articlePrivate Brand Gets a Makeover with Makeup from Kroger
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.