Executive Changes in Bentonville Impact Private Brand?

The resignation of Walmart’s US apparel chief Dottie Mattison marks the third high-level departure at the Bentonville giant in less than a month. The shifts will most certainly signal significant strategic changes at the retailer. Murmurs of the recluttering of Action Alley and dramatic shifts in merchandising strategies abound, stay tuned as I have often discovered, strategy is better revealed in store than in press releases.

Ms. Mattison previously reported to Chief Merchandising Officer John Fleming, who also resigned this month. The announcement of Mr. Fleming’s departure came just days after Walmart Chief Executive Eduardo Castro-Wright said he was leaving to care for his ill wife.



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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.