Private Brand is Limited Edition at Sogo & Seibu

Tokyo department store retailer Sogo & Seibu Co said Wednesday it will open a large-scale store within a store selling its Private Brand merchandise at the Seibu flagship store in Tokyo’s Ikebukuro district. The low-priced Limited Edition brand, which Sogo & Seibu launched in 2009, targets women in their 30s to 40s. Scheduled to open in March, the shop is designed to get customers grow brand awareness, customer loyalty and ultimately sell more Limited Edition products. Sogo & Seibu, a unit of the Seven & I Holdings Co retail group, is also considering selling the Limited Edition brand in other department stores.

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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.