Norwegian Retailer ICA Commits to Private Brand With Daymon.

ICA Norway, one of the four largest retailers in Norway with a 10% market share, has selected Daymon Worldwide to develop and manage its Private Brand and Fancy brand assortments. The company operates more than 1,000 stores across four banners, and is the only international retail operator in Norway – the others are exclusively domestic.

“Part of our vision and strategy as a company is to continue to focus on international growth and this new addition nicely rounds out our portfolio,” says President and CEO Alex Miller. “We now operate in 22 countries outside of the U.S.”

ICA Norway is a sister company of Rimi Baltics and part of the overall ICA AB Group based in Sweden. It is 60% owned by Royal Ahold and 40% by Hakon Ivest AB. Its vision and mission statement is: “We make every day a little easier. We will be a leading retailer with a focus on food and meals.”

ICA’s four formats are Rimi (discount), ICA (supermarket), ICA Maxi (hypermarket) and ICA Naer (convenience).

“This is an exciting time for Daymon to connect with this retailer,” stresses Miller. “ICA recently unveiled a revised strategy for its operations in Norway, which includes a greater emphasis on the development of the Rimi soft discount format.

Daymon Worldwide has been working with Rimi Baltics for the past 2 years and ICA is looking to Daymon’s knowledge of the Rimi operation in Latvia to support in the execution of its new strategy through several channels.

“Daymon has a long 40-year history of being a progressive company, looking ahead of trends and open to evolving our business to address current industry challenges and the needs of our partners,” says Miller. “The business is ever growing and evolving, and Daymon is at the forefront of this evolution to ensure we meet all our customer needs. We have always been known as change agents, and this addition to our growing portfolio is yet another example of how we continue to move forward.”

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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.