Sam’s Club Reveals New Portfolio Strategy and Corresponding Private Brands

Christopher Durham Jun 2, 2011 0

Bentonville, Arkansas based club store Sam’s Club announced what amounts to a dramatic shift in it’s Private Brand portfolio strategy. With the launch of three new Private Brands Sam’s will effectively realign its Private Brands moving many of its current Member’s Mark branded products into the new Artisan Fresh, baked goods brand; Simply Right, a personal care brand including diapers and pet care; and Daily Chef, a edible’s brand which includes groceries such as olive oil. The new Private Brands will rolled out to more than 600 stores by the end of October.

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Christopher Durham

Vice President of Retail Brands at Theory House

Christopher Durham is the founder of My Private Brand and the VP of retail brands at Theory House, the branding and retail marketing agency. He is the author of “Fifty2: The My Private Brand Project,” a consultant, strategist and retailer who has worked with the world’s largest retailers to build, manage and grow compelling billion dollar brands.

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