Private Brands Takeover Walmart Endcaps

Private Brands have evolved and changed dramatically over the last few years at the Bentonville retail giant Walmart, with the strategic pendulum swinging in dramatically from one side to the other. The shifts and devolution that occurred after the exit of John Fleming have partially returned the stores to the clutter and chaos of 10 years ago, many products were returned to shelf after the dramatic sku optimization program implemented during that period.

Despite all of the changes the new and improved Great Value, designed by the branding agency Elmwood, remains a significant player in the store with a highly visible and expansive product selection, Marketside continues to grow on the fresh side and the World Table “test” consistently takes Walmart customers to new and exciting culinary places. And if anyone doubted Walmart’s commitment to Private Brands the evidence comes in the merchandising, this week there were no less than eight end caps, at my local store featuring Walmart Private Brands: seven Great Value including such staples as: salsa, trail mix, ground coffee, instant rice, instant potatoes, toaster pastries, cooking oil and one with nice crusty Marketside loafs of bread.



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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.