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.