Walgreens goes Delish!

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.

Stay Tuned.



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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.