Tesco Announces Plans For New Private Brands

According to an article published yesterday in the Financial Times Tesco, is preparing to launch the first in a series of much anticipated new Private Brands over the next few weeks as it seeks to leverage its Private Brand portfolio to improve its performance.

Philip Clarke, the new chief executive, is expected to launch the new brands in both the food and non-food businesses. The new brands will break from the established predominant Tesco Private Brand Strategy and develop unique and ownable names and positioning separate from Tesco.

Earlier this month, Mr Clarke said he was planning to create new brands as part of his strategic blueprint. He cited the success of Florence & Fred, Tesco’s clothing brand, and Technika in electronics.

But he said he could “create some other ones. This will give customers another reason to come and shop with us”.

He was particularly keen to shake up the group’s non-food ranges, which were not up to scratch. In the non-food business, Clarke has brought Terry Price, a Tesco and Walmart veteran, back from China to the UK to lead Tesco’s general merchandise business. However Clarke said he would also look at introducing new Private Brands into its food business.

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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.