Simplify Your Life With RiteAid Private Brand

Since beginning this blog some 18 months ago my readers have been a constant source of inspiration and information, several times a week an email arrives with at tip on a new Private Brand development.  Often the tips come from blind email boxes, with short statements like, “look on aisle seven in your local X.” To date the tips have been surprisingly accurate, and in fact lead to my first post on Target’s Up & Up more than two months before any other outlet. However the subject of this post did not come from a clandestine meeting with “Deep Throat” but simply an observant reader.

So after a trip to my local RiteAid to snap a few pictures and confirm the tip I discovered the launch of a new Private Brand by the Camp Hill, Pennsylvannia based drugstore. Taking a page from the playbook of many of their competitors RiteAid has launched, Simplify an economy/basic/value tier Private Brand. The launch so far includes an end cap full of value priced paper products and a pallet of water. The new brand carries the hallmarks of this type of Private Brand with simple package design that reinforces the value positioning an great prices.

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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.