The Private Brand Movement is All the Buzz

The history making Private Brand Movement Conference continues to receive alot of press, it is exciting to note that there were press in attendance from many trade magazines and websites including: Private Label Buyer, Private Label Magazine , Super Market News, Store Brands Decisions and Retail Wire.  You can read all of Carol Angrisani’s coverage for Supermarket News on their blog Total Access. Here is a sample post.

Premium Products

Sam’s Club made a strong statement in private label this year when it introduced an ultra-premium vodka called Rue 33. Sold under the chain’s Member’s Mark label, Rue 33 is a refined wheat vodka from the Cognac region of France. A 1.75 liter bottle sells for $28.

The goal was to offer a private-label spirit that represents the highest of standards at a great value.

Sam’s Club is now using that strategy is other categories.

The latest news is that it’s wooing high-end beauty buyers with Sophyto, a professional, natural skincare regime.

“Every Sophyto anti-aging product delivers professional results, yet is formulated with pure, natural ingredients,” according to marketing materials.The Sophyto “daily renewal” kit sells for about $30, and includes a cleanser, serum and moisturizer.Maurice Markey, Sam’s vice president of private brands, mentioned Sophyto in a presentation at the Private Brand Movement conference.Both Rue 33 and Sophyto make it clear that Sam’s Club is positioning itself as a destination for the most discriminating of shoppers. It’s a smart move, because while there, these buyers can load their carts with the many other products Sam’s Club sells.

Read all of the Supermarket News coverage.

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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.