Deerfield, Illinois based drug retailer Walgreen conduct its quarterly earnings call Tuesday, Chief Executive Greg Wasson pointed to its recent acquisition Duane Reade and their success in Private Brands, he announced that Walgreen will launch an initial selection of Duane Reade’s “Delish” brand chain wide in August. I cannot say that this comes as a surprise as the reinvented Private Brand portfolio at Duane Reade has been widely acclaimed and shown a significant impact on sales over the last year. Not to mention I asked questions about the direction of the Private Brand portfolio as late a last week.
It will be interesting to see the evolution of Delish from the NYC centric premium brand it was created to be into its role in the Middle America world of Walgreen. It should at minimum mean repositioning and a expanded brand language that is just as relevant to Illinois as NYC.
It is certainly a fascinating challenge for the folks at CBX who created the original brand for Duane Reade.