French Private Brands Take Center Stage at PLMA

For the fourth year running, UBIFRANCE will be organising the French Pavilion at the Private Label Manufacturers Association (PLMA) trade show, to be held in Amsterdam (Netherlands) in May 2010. The Pavilion will be located in the Randstadhal – Holland Complex (Booths 1601 to 1734).
Manufacturers of household cleaning products will make up the largest contingent of companies on the Pavilion. During the trade show, they will be unveiling new ranges of ecological, biodegradable and all-natural products. In the field of cosmetics and beauty, a sector that is of increasing interest for Private Brand manufacturers in France, there will also be six companies in attendance.
Companies on the French Pavilion will be presenting their latest innovative products, including toothpaste in chewable tablet form (for brushing one’s teeth while traveling, for instance, and without the need for a toothbrush) from Pharmatt, and a single-use applicator for healthcare products from Laboratoire Biopharme.
French Private Brand manufacturers are also offering new packaging for products that are organic, healthy (free of additives and preservatives), environmentally friendly and sustainable.
The French Pavilion will feature perfume, fragrance and jewelery designers, alongside manufacturers of fire extinguishers, matches, candles and household goods. There will also be specialists in household cleaning products, soap and cosmetics. These companies will be presenting their innovative approach to products as diverse as face masks, gel detergent, organic cleaners and soap. Companies on the pavilion are already established with the major players in French and international distribution.
In France, Private Brand is experiencing increasing success, with consumers seeking to optimize their purchasing power. Private Brand reached 34% of global market share in France in 2009 (source: PLMA), which is a record for the sector. The cosmetics, beauty and household-goods sectors, which used to be reluctant to use Private Brand, now also rely on
Private Brands in order to meet rising demand.
The companies on the French Pavilion offer a wide range of products across various sectors. Alcia Laboratoires and BCM Cosmetique both specialize in cosmetics. Companies in the hygiene and healthcare sector will include Duopole, Laboratoire Biopharme, Pharmatt and Savonnerie de l’Atlantique.
Household products will also be represented, through Ab7 Industries, Ecologistique, Eurotab Operations, International Plastic Industrie, Laco, Manka Creations, Remue Ménage and Sodepac International.
Bambou and Fantabijoux both make jewelery and other accessories, while Devineau and Y.not? specialize in decorative items for the home.
Aktikem is a specialist in fire extinguishers, while Flam’Up makes matches. Arjowiggins Graphic makes stationery and, finally, Fackelmann France manufactures vacuum-cleaner bags (.

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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.