Supervalu & Essential Everyday

A few images from around the web that give you a peak at the new NBE brand from Supervalu. The brand is being used to dramatically consolidate and eliminate the banner Private Brands (Jewel, Albertsons, etc.) and create one more efficient national brand. This is a significant adjustment of their Private Brand portfolio strategy that demonstrates the management of Private Brands as significant strategic levers and forces economies of scale across all banners.

The real question is will this new era of Private Brands at Supervalu create brands that customers will LOVE?


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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.