Target Launches Private Brand Pet Food

Old-Boots & Barkley Design

Minneapolis superstore Target continues to redefine its Private Brand portfolio with brand redesigns and product launches, while mega brand Up&Up has garnered most of the attention over the last year a number of smaller category brands have been launched or redesigned. The pet brand Boots & Barkley has recently been redesigned and relaunched in pet food. The Private Brand has been a staple at Target for a number of years with rather unremarkable bland packaging; the new design continues the white trend set by Up&Up creating a significantly more compelling presence at shelf.  As Target redefines its portfolio it will be intriguing to discover what role each brand plays and how they reinforce the overall Target positioning.

Stay tuned there are a few more of these to discuss.



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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.