Metro Cash and Carry offers Private Brands to Auchan

With the aim of expanding its private-label business in France, Metro Cash and Carry has announced its venture with Auchan, having access to the French chain’s supplier network.

The wholesale division of Germany’s Metro Group, also known in some countries as Makro, said it has signed an agreement with the French retailer that will allow it to expand its Private Brand business in France. The chain is looking to improve its selection of Private Brand products and to offer high-quality products at “good prices”.
Metro Cash and Carry will have access to Auchan’s Private Brand suppliers giving it better costing as well as access to the French retailer’s “know-how” in “assortment” and “quality standards”.
Auchan could in turn increase its purchase volumes and give it indirect access to new consumers through small independent retailers.

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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.