What is the future of Private Brand?

What is the future of Private Brand? Find out how it has dramatically changed and will continue to change the retail landscape at The Private Brand Movement. Hear directly from top retailers and national brands when they share their real stories, back stories and plan for the future. Download the brochure to see the agenda.

“Design-wise, I know that at Meijer, when I started over 25 years ago here, we tried to emulate the national brands then we moved to our own look with the national brand colors and now we’ve changed over to our own look and our colors and even coming up with our own catchy titles of what the product is called and I think that more and more retailers are going to that.”
– Gregg Keeton, Designer, Meijer

The Meijer Private Brand packaging design team has adopted a phrase from Daniel Imhoff, “Packaging is the skin of commerce. It both stimulates and simplifies the purchasing process” (2002). As a result, Meijer views Private Brand packaging design as an important branding and selling tool. Learn the challenges and triumphs during our transformation from a design team to a brand-building design force. The Meijer Private Brand packaging design team does more than design packaging, it builds brands through design! During this session you will learn:

  • The importance of a unified, creative team approach
  • How to navigate smoothly and successfully to influence brand decisions based on/supported by design.

Plus check out this interview with Gregg and Vickie

In addition to you will hear real-world case studies from Family Dollar Stores, Target, Safeway, Kraft, Sears, Victoria Secret, McDonald’s, Walgreens, The Hershey Co., L.L.Bean, Office Depot, Ace Hardware, Philips, Sam’s Club, and more. See speaker list.

Please join me at the Private Brand Movement Conference September 27-29 in Chicago to see this great presentation from Meijer.

My Private Brand Readers may register with the code MYPBRAND and save 20% off standard rates.



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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.