Private Brand Gives Back.

My wife's sister EC Setser and Laraine

Regular readers may remember that several months ago my wife Laraine decided to run the Kiawah half Marathon as a part of the Team In Training program, which raises money for The Leukemia & Lymphoma Society (LLS), and I asked you to help. And loyal readers of “My Private Brand” and the Private Brand community responded with overwhelming generosity, your support and encouragement helped to her reach the finish line. And more importantly, will help to accelerate finding cures for leukemia, lymphoma and myeloma and bring increased hope to the patients and families who are on the front lines of the battle against these blood cancers.

On a cold rainy morning this past weekend my amazing wife finished the Kiawah half marathon (that’s 13.1 miles!) in just under 3 hours.

If you’d like to learn more about joining Team In Training, you can visit

On behalf of The Leukemia & Lymphoma Society, thank you very much for your support.  I really appreciate your generosity.

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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.