Up & Up is Front Page News.

This weeks Target flyer once again features Private Brand, the 24 page flyer devotes the entire cover to Up &Up along with another quarter page on page 2, a half page is devoted to Market Pantry on page 4 and the rest of the flyer is littered with Archer Farms, Merona and Mossimo. Interestingly the half page devoted to Market Pantry uses the headline, “Market Pantry: premium quality at unbeatable prices” which seems to muddy the line between Market Pantry and Archer Farms. Is it repositioning the brand or just fuzzy marketing?

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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.