Private Brands Invade the Web!

Arlington Heights Illinois based Private Brand sales and marketing company Federated Group launched three websites supporting their “classic” Private Brands: Hy-top, Parade and Better Valu. The sites include products, recipes, store locators, quality assurance and customer feedback. The web addresses will be added to all new and redesigned packaging and marketing.

Hy-Top line of Private Brand groceries was created in the 1950s to provide independent grocers and neighborhood supermarkets a national brand equivalent Private Brand solution. Today the brand includes more than 2,000 items.

HYTOP, private brand, store brand, private label

Everybody loves a Parade! Especially when it means substantial savings on groceries over the national brands. The Parade range of Private Brand groceries was created in the early 1950’s to provide independent grocers and neighborhood supermarkets a national brand equivalent Private Brand solution. Today the brand includes more than 1,000 items.

Parade, private brand, store brand, private label

The Better Valu Private Brand is the value tier solution provided by the Federated Group and can be found exclusively at participating supermarkets, and other retailers.

Better Valu, , private brand, store brand, private label



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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.