Safeway Launches Debi Lilly Private Brand Partnership

Pleasanton, California grocer Safeway this week announced in their official blog, “Today at Safeway” their exclusive Private Brand partnership with Debi Lilly Designs. Debi Lilly is a celebrity Entertaining & Design Expert. She trains each year at Le Cordon Bleu and has been featured as an entertainment expert in Martha Stewart Weddings, In Style Magazine, Brides, as well as several appearances on The Oprah Winfrey Show.

She is the entertaining contributor for ABC News Chicago, demonstrating elegant and easy entertaining and design ideas for all. Her design philosophy incorporates personalized, thoughtful details connecting guests to the event at every level from floral to color schemes to menu and favors.

Safeway currently offers Debi’s “The Modern” and “The Allure” rose arrangements that offer great design at affordable prices. Look for new product lines to be introduced this Spring.



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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.