Sobey’s Compliments Private Brand

sobeys-sensationsThis cover story from Private Label Buyer magazine takes a look at Canada’s second largest retailer, Sobey’s and their award winning Private Brands. I have had the pleasure of visiting a number of Sobey’s stores and they are truly best in class.

A Foodie’s Delight
Sobeys, Canada’s second-largest food retailer, responds to its customers’ culinary desires with award-winning products under its food-focused strategy and private label brand, Compliments.

These days, retailers all across North America are trying to refocus their business strategies to survive and thrive through the global economic crisis. And in many cases, private label reorganization is involved. And although it’s tempting to oversaturate a private label program with every offering under the sun, in the end, a retailer has to focus on what it does best.

Stellarton, Nova Scotia-based Sobeys Inc. stands out as a company that is not just surviving the recession, but thriving in it as well. This reality is all largely a result of the company’s unwavering strategy: to focus on food.

Bill McEwan, president and CEO of Sobeys, believes this focus explains how the retailer has had industry-leading same-store sales for the last five years.

“On my watch, you’re never going to see a chainsaw [in our stores,]” he says. “You’re never going to see bath towels.”

Read the entire story.

Previous articleIs Private Brand – Brand Malpractice?
Next articleWalmart’s Great Value Continues to Evolve.
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.