Private Brand Shine in the Netherlands.


Take a look at this intriguing and playful Private Brand work from the ten-person Netherlands based agency Studio Kluif for HEMA.

HEMA is a successful international retailer with more than 400 shops in The Netherlands, Belgium, Luxembourg and Germany. Much of its success is due to HEMA’s strong dedication to quality design. Since 2002 Studio Kluif has worked on dozens of Private Brand product lines for food, personal hygiene products and kids toys as well as many others.





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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.