Does Kroger Really Have Home Sense?

This week Cincinnati, Ohio headquartered grocer Kroger features one of its newest Private Brands in its weekly flyer Kroger Home Sense Paper Towels  – Select Varieties, 8 Big Rolls $8.98 with their loyalty card. Although the brand has made the big time in the weekly flyer, it remains unheralded on the Kroger website where the “Our exclusive brands” page includes: Private Selection, Private Selection Organics, Naturally Preferred, Kroger Brands, Active Lifestyle, Comforts, Value Brand, mirra and Fresh Selections. The impact of this new brand on the Kroger portfolio of Private Brands remains to be seen, however it is certainly an indicator of an evolving portfolio in Cincinnati.

The USPTO registration from Thursday, October 14, 2010, for HOME SENSE includes the following goods: Stain removers; bleach; fabric bleach; oxygen cleaner; all purpose cleaners; glass cleaner; cleaner for use on household surfaces; disinfecting wipes impregnated with disinfecting chemicals or compounds therefore for use on household surfaces; disinfectant toilet bowl cleaners; furniture polish; oven cleaning preparations; all purpose disinfecting and deodorizing preparations; ammonia for cleaning purposes; scouring powders; drain openers; cleaning pads; dusting kit and disposable wipes impregnated.

Or simply a cleaning and paper products brand with a value price. Where does this fit between the NBE Kroger brand and the Kroger Value brand, and does it redefine their positioning?



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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.