New Private Brand Book Debuts “Private Label Uncovered”

Books on private label pop up periodically, so it is no surprise to see a new one appear earlier in the month. The newest is “Private Label Uncovered, Taking retailers brands to the next level” by Koen de Jong , Founding Director of the Netherlands based consultancy International Private Label Consult (IPLC) In 2007, Koen de Jong wrote the book “Private Labels in Europe, trends and challenges for retailers and manufacturers. Although I have not yet read the book I look forward to Koen de Jong’s insights. I will be receiving a review copy so I will let you know my thoughts.

According to a release from the author:

The changes that are taking place in the market for private label are irreversible and bring tremendous challenges to retailers, manufacturers (both branded and private label) and the supply industry. The book shares insights from academic research as well as knowledge and experience gained from practice.

Private Label Uncovered will provide a better understanding of the dynamics in the market and the complexity of running a private label business in an extremely competitive environment. It will increase the reader’s comprehension of the interaction between retailers and manufacturers and may assist in taking steps to fine-tune strategies and processes.

The book shares anecdotal experience and knowledge of 25 years of working with the most successful retailers and manufacturers in Europe.

Topics covered in the book include the strategic value of private labels to retailers, how retailers use their private label to compete with national brands and which tactics these brands deploy to strike back. Furthermore, the fading trend of copycatting is described and an entire chapter is dedicated to how private label manufacturers can achieve operational excellence.

The manufacturing landscape of private label is changing due to the many mergers and takeovers. A separate chapter in the book discusses this phenomenon and explains the role of private equity firms in the consolidation process. Moreover, there is a chapter on sustainability as a key trend for private label sub-branding. The final chapter is a contribution by Loe Limpens, former marketing manager Visual Identity of leading Dutch retailer Albert Heijn, and deals with the value of good quality packaging design.

To learn more about the book:  www.iplc.nl.



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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.