Punk Private Brand With Claire’s

As I have said many times before my wife and I are both in retail and we spend a lot of time in stores of all types, so it should be no surprise that my two daughters are also consummate shoppers. I recently had my opportunity to window shop in a new urban development near our home called Birkdale Village. Birkdale is your basic outdoor mall, built with mixed properties and the traditional suburban mall stores. Of course my five-year olds favorite store is Claire’s. For the rest of the world that is not the parent of a little girl Hoffman Estates, Illinois (also the home of Sears) based Claires is a retailer of accessories and jewelry to girls and young women. With more than 3,000 locations worldwide they have become ubiquitous on the suburban landscape and give little girls with all the inexpensive jewelry and trinkets their hearts could desire. The stores carry a variety of licensed and private brand products, but a few caught my eye, take a look.

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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.