Premium Private Brand Chocolates from Thorntons

British chocolate company Thorntons was established by Joseph William Thornton in 1911. Annual sales for the chocolatier are over £180 million from nearly 400 stores, around 200 franchises the Internet, mail order and commercial sales. Since the takeover of Cadburys by Kraft, Thorntons is now the largest, independent chocolate and confectionary company in the United Kingdom.

According to an article this week in the Financial Times,  “We’ve prioritised growing the Thorntons brand,” said Mike Davies, chief executive. “With Thorntons-branded products, we make a higher margin, rather than with private-label products, so there’s a profit implication.”

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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.