Private Brand Goes Public at the Private Brand Movement

Take a look at this insightful post from the “The Package Unseen” the blog of Richard Shear the Founding Principal and Creative Director of the agency The Shear Partnership. He even gives you a few snippets from my presentation.

Private brands go public

While I may have some rather more cerebral observations from this week’s Private Brand event in Chicago in the next few days, one simple statistic got my attention the very first day.

23% of sales for an average retailer are now a private brand sales, according to Lisa Rider, VP Retail Marketing, at The Nielson Company. That’s nearly 1 dollar for every 4 dollars spent!

Needless to say those of us with a design practice that is seeing an increase in private brand development, have been sensitive to this for some time. Others in the consumer brand design industry ignore that number at their peril.

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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.