Private Brand News From Wall Street

Occasionally it is fun to discover that I have scooped a major news source, or as they say in the trade, “scooped” a major news source. So I was excited to learn from the Wall Street Journal that on Wednesday Rite Aid launched a new Private Brand called Simplify. Regular readers may remember the post Simplify Your Life With Rite Aid Private Brand from April 23rd some 3 months earlier.

Rite Aid Launches New Private-Label Brand As Sales Slide
Rite Aid Corp. (RAD) Wednesday launched a new private brand, called Simplify, in the drugstore chain’s latest attempt to lure cost-conscious customers and becoming the latest retailer hoping to benefit from selling in-house products.

Initial products under the Simplify brand include paper towels and bath tissues, along with berry-flavored drinks and bottled water. More household and food items are scheduled to be added to the line later this year.

Rite Aid added that shoppers can watch informational videos about the products online to earn $1-off coupons. Videos on the site can be viewed by brand, category or manufacturer. Customers also receive a $5 Rite Aid bonus coupon when they earn 20 video credits.

Read the entire article.

The reality is the WSJ article was  in response to the official press release from Rite Aid:

Rite Aid is introducing Simplify, the company’s new price fighter private brand at all Rite Aid stores nationwide.

The Simplify line is part of Rite Aid’s plan to revamp its entire private brand program with a new look, new brands and additional offerings to meet the needs of today’s value-driven consumer.

Products in the Simplify brand that are in the stores now include two-ply paper towels and one- and two-ply bath tissue; strawberry and berry flavored drinks and bottled water. Additional household items, food storage bags and trash bags, as well as soda and snack foods are scheduled to be added to the Simplify line later this year.

“Customers continue to look for the best price for the items they need, and that’s exactly what they are getting with Simplify, our first-ever value line,” said Kathy Horton, Rite Aid Senior Director of Rite Aid Brands. “Our new price fighter private brand offers customers quality products at prices they’ll love.”

Value shoppers can watch short informational videos about Simplify paper towels and bath tissue on Rite Aid’s Video Values online savings program site at, earning $1 off coupons. Videos on the site can be viewed by brand, category or manufacturer. Customers also receive a $5 Rite Aid Bonus Coupon when they earn 20 video credits. Some videos are worth multiple credits.

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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.