Dollar General Promotes & Launches Private Brands

The following excerpt from a field report released this past week by the Instore Marketing Institute on Dollar General details some of the Private Brand activity at the Goodletsville, Tennessee discount retailer.

“The retailer also will launch a True Living home products line and Holiday Style and Perfect Harvest seasonal collections by April.

In other private-label activity, Dollar General is using endcap headers, shelf tags, in-store circulars and online promotion to present a “Switch and Save with Our Brands” message for its packaged goods brands, which include DG Baby (baby care), DG Home (household), Clover Valley (food) and EverPet (pet care).

Read the entire Dollar General Field Report.

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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.