Walmart & Private Brand “@ The Office”

Private Label, Private Brand, Store Brand, WalmartThis is the second in a series of posts from my weekend walk of one of my local Walmart stores. For the last two years Great Value and packaged goods have been the central story for much of the Private Brand conversation about Walmart. However they have not been the only story, with Equate, George, Canopy, Mainstays, HomeTrends and Ol Roy all having their moment in the sun. This story simply shines a light on one of Walmart’s unsung Private Brands – @ the office, a office supply an equipment brand. It appears to be a relatively new introduction, with similar packaging appearing on shelf without the logo or full branding, but it is hard to say, as I don’t track the office supply aisle as closely as other parts of the store.

Private Label, Private Brand, Store Brand, Walmart

Private Label, Private Brand, Store Brand, WalmartPrivate Label, Private Brand, Store Brand, WalmartPrivate Label, Private Brand, Store Brand, Walmart

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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.