DR deLISH Debuts at Walgreens

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.



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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.