Apt 5 – A New York State of Mind.

Early in the week I included a look at the un-named Private Brand from Duane Reade and received some great reader response, so I thought I would present a snapshot of cleaning/household products brand Apt 5. The brand was reinvented by New York based CBX as a part of the portfolio reinvention that created the un-named brand, DR Delish and redesigned the DR brand for health and beauty. Apt 5 reinforces the distinctly local Duane Reade positioning by creating a brand of products designed for the needs of the typical Duane Reade customer a New York apartment dweller. The modern design and photography reinforces that distinctly urban small space aesthetic speaking directly to the NYC customer where they live, Apt 5. The brand also features a sub brand, which focuses on the environment with natural and organic products.

It is nice to see a retailer manage its entire portfolio of Private Brands.

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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.