Private Label Uncovered on PLMA Live!

In this months edition of the Private Label Manufacturers Association’s web video magazine PLMA Live! Tim Simmons talks with Koen de Jong founding Director of the Netherlands based International Private Label Consult (IPLC) and author of the recently published book, Private Label Uncovered.

De Jong explains what’s behind Europe’s success and compares Private Brands there to those in the U.S.

  • What’s driving 40% market shares in several countries?
  • Are retail private label strategies different in Europe?
  • Will consolidation play a role for manufacturers?

Watch the entire interview.

To meet Koen de Jong join me as I chair the Private Brand Movement conference in Chicago September 19 – 21 where he will present a day two keynote titled, “Creating Value Together: How European Retailers And Manufacturers Collaborate To Innovate” Where he will discuss how and why European retailers succeed in reducing the time-to market of their Private Brand innovations. By closely collaborating with their suppliers they tap into themes that live in society and create private label sub-brands based upon this.

  • What initiatives can be taken to drive costs out of the supply chain and how to speed op the innovation process
  • What drivers are used to fuel the innovation process
  • Inspiring examples of niche marketing my means of private label sub-brands

My Private Brand group members can register with the code MYPBRAND and receive 20% off the standard rates.


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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.