Family Dollar Partners with MMI for Private Brand Growth

Matthews-based retailer Family Dollar announced it has designated Fort Worth, Texas-based Marketing Management, Inc. (MMI) to be their exclusive, in-house Private Brand sales and marketing agency. Through this strategic partnership MMI will assist Family Dollar with Private Brand category sales, research analytics, onsite private brand support, quality assurance and consumer insights.

“A compelling assortment of Private Brand merchandise across the store gives our value-conscious customer more choices and complements the increase in national brand products from food to housewares,” said Don Hamblen, Family Dollar Senior Vice President – Customer Marketing. “Enhancing our Private Brand offering is a key strategic initiative for Family Dollar aimed at driving improved margins and customer loyalty.”

MMI maintains relationships with over 600 manufacturers of private brand products in virtually every category of the retail food and drug business, and works to promote the increased sales of these products through innovative marketing programs to raise awareness and consumer perception of the operator’s retail brands.

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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.