Morrisons Announces Private Brand Overhaul

The UK’s fourth largest supermarket chain, Morrisons is meeting with suppliers to initiate a major Private Brand review.

The grocer is meeting at Elland Road Stadium in Leeds to discuss implementing a new look, taste and feel for its Private Brands.

Private Brand director Belinda Youngs said it is “the most comprehensive review of the Morrisons brand ever conducted” and detailed that suppliers would be key to the success of own label categories going forward.

She added: “We are not only investing in our internal processes from shop floor to boardroom, we will invest time, money and expertise to train our suppliers to deliver the quality, innovation and excellence Morrisons are dedicated to supplying in store for our customers day in, day out.”

Training begins from June 15 and the first stages of the own brand development will be evident in stores from autumn.



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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.