Safeway launches Private Brand Safeway Direct Connect

According to an article in the Supermarket News, Pleasanton, California based grocer Safeway continues to grow it’s in house Private Brand building and management capabilities with its recent decision to severe its five-year relationship with Stamford, Connecticut based Private Brand Broker Daymon Worldwide.

The article goes on to say that Safeway will create a Safeway Direct Connect to facilitate the ability of suppliers “to work directly with the chain to grow our business together,” Brian Dowling, a Safeway spokesman said. “The new model is designed to accelerate the growth of Safeway’s consumer brands business.”

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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.