New Private Brand Sun Protection In Sweden.

Solna, Sweden based Apotek Hjärtat (Pharmacy of the Heart) is Sweden’s largest independent pharmacy group with more than 200 pharmacies located throughout Sweden is owned by a Swedish holding company, ApoPharm Holding AB, which in turn is owned by Altor Fund III, a venture capital fund recently launched a new Private Brand of sunscreens designed by BVD. The new brand contains high SPF for both children and adults. All products are Swan certified to impact the environment and climate as little as possible. The package includes requirements for everything from content to energy and resource use and waste management to a more sustainable society.

All products in the line of sunscreen are unscented, water resistant and free of alcohol and dyes which make them effective and also gentle.



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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.