This week Deerfield, Illinois based drugstore chain Walgreens introduced DR DELISH the award-winning premium food Private Brand developed by the New York based drug chain Duane Reade who they purchased earlier this year. The rather low-key launch features a spot in the weekly flyer as well as an end cap featuring cookies and juice. Interestingly enough the store continues to sell Deerfield Farms Private Brand cookies at the same price as the obviously premium DR deLISH cookies.
It is exciting to see a large retailer acquire a struggling retailer and realize the value of their purchase beyond inventory and real estate. Duane Reade with the help of branding agency CBX created genuine brands that became corporate assets. If they continue on this track the folks in Deerfield can turn the New York offices of Duane Reade into an engine of innovation creating both great Private Brands and great retail.