Walmart Relaunches Marketside Private Brand Website

In the continuing evolution of the Private Brand portfolio at Walmart, the mega retailer has relaunched its website to showcase its evolved Private Brand Marketside. This move has been discussed numerous times on this site and the shift of Marketside from a retail concept to a Private Brand is an intriguing addition to their portfolio. The brand includes: pizza, deli soup, ready meals and produce items such as fresh salsa, spinach, beans, peas and organic salad.

Developing a brand around fresh foods is rapidly becoming a battleground across multiple retail segments with everyone from Harris Teeter to Walmart making aggressive Private Branded moves. This is perhaps best seen in the recent poaching of several Tesco Fresh and Easy executives by Walgreen’s. As the economy improves this will continue to be an exciting battlefield.

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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.