Euroshopper Redesigns Value Private Brand

Euro Shopper is a successful value tier Private Brand developed and marketed exclusively by AMS. AMS was founded by the leading retailers of five European countries to create synergy in commodity buying.

Since 1987 AMS has been initiating, managing, and coordinating joint buying activities for its members, European retailers.

AMS creates economies of scale, pooling the expertise and volumes of eight major European retailers. By sourcing commodities on a European/ Global scale, AMS delivers its members the best possible quality at the lowest price.

AMS Members
Ahold NV: Netherlands
Dansk Supermarked Gruppen; Denmark
ICA AB: Sweden
Jeronimo Martins & Filhos SA/ Uniarme: Portugal
Kesko Food Ltd.: Finland
Migros: Switzerland
WM Morrison Supermarkets plc: United Kingdom
Superquinn: Ireland
Esselunga: Italy
Delhaize: Belgium
Systeme U: France

Booker: United Kingdom
Elomas: Greece
Hagar: Iceland

Euro Shopper products are marketed in 16 countries across Europe (the Netherlands including Curacao, Ireland, Sweden, Finland, Norway, Estonia, Latvia, Lithuania, Iceland, Italy, Portugal, Greece, Czech Republic, Slovakia, United Kingdom) generating retail sales of € 500 million. There are approximately 900 sku’s. The brand includes all basic commodity products, both food and near-food items.

The Euro Shopper brand refresh was created by the Helsinki, Finland based design agency SEK and aimed at making the design more contemporary, fresh, and easy to recognize, without changing the positioning: Euro Shopper is a price fighter for basic everyday products with basic quality and low price.

The design concept is no-nonsense, straightforward and consistent and fits clearly into the value language defined by Loblaws No Name Brand, Kroger Value and Tesco Value with a slight humorous twist.

The redesign has been phased in gradually, with all the Euro Shopper products receiving their new packaging by the beginning of 2011. “Based on the first results the renewal seems to be a success and we are satisfied with the results, even if the change in design is bigger than the modest face-lift originally planned”, comments Margherita Orfino, Brand & Account Manager: Euro Shopper & Private Label, AMS Sourcing B.V.

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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.