Boots to Create Private Brand Beauty for Carrefour

In order to build its beauty category, the European superstore and grocer Carrefour has signed a long-term agreement with the health and beauty group Alliance Boots.

The agreements goal is to leverage the knowledge of the Boots Contract Manufacturing business (BCM) to create Private Brand beauty products for Carrefour.

BCM will manufacture beauty products taken from Boots formulations, which will be sold as Carrefour Private Brand products, the line will most likely include: color cosmetics, skin care, hair care and bath and shower products.

Carrefour is currently reinventing its superstore format with the launch of its ‘Planet’ concept, of which beauty is a core pillar along with other categories such as fashion and multimedia.

Carrefour’s CEO, Lars Olofsson has said that the partnership between Alliance Boots and Carrefour is expected to help the company increase its attractiveness in the beauty category, and be a major contributor in terms of making it a preferred retailer for beauty products.

Carrefour is not the first retailer with which Alliance Boots has forged an agreement. In 2009, Alliance Boots sealed a trial partnership with the British retailer Waitrose to sell its health and beauty products in selected Waitrose stores and stock Waitrose food products in several Boots outlets. And American shopers can find many Boots products in their local Target.

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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.