Woolworths Essentials Debuts in South Africa

The South African retailer Woolworths is launching a range of Private Brand basic products called Woolworths Essentials.  The first products are available as of mid-March and include food, household cleaning and toiletries.

Head of Foods Julian Novak said: “With tighter budgets, customers are looking for products that offer excellent quality as well as a great price.  South Africans have always relied on Woolworths for excellent quality – and with the launch of our Essentials range, they’ll be able to enjoy the superior quality they expect from Woolworths at prices that are comparable – and some even lower than – competitive products in the marketplace.”

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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.