The “Smart Sense” of Kmart Private Brand

Not long ago I had the opportunity to walk a Kmart, the closet store to my home is more than 45 minutes away so it is not a part of our consideration set. However my wife had business at another store in the area so I thought I would take a look. Oddly it was almost exactly as I remember the Kmart’s of my childhood, sprawling and a bit unkempt. And their in the middle of it all was Smart Sense, I am certainly familiar with the brand and it redesign by the New York branding agency CBX, I have written several posts about it including coverage of its introduction live at last years Private Brand Movement conference in Chicago.

The bright modern design is modern and exciting in the middle of the endless aisles of the big box. The updated brand is engaging and has a personality that American Fare could never achieve. Check it out.



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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.