Private Brand at Wal-Mart’s Asda Outpaces Sainsbury

According to an article published yesterday by Bloomberg, Asda Walmart’s English grocer has surpassed rival Sainsbury in the U.K. market for Private Brand market share.
Chief Executive Officer Andy Clarke was quoted “For the first time in our history, our private-label market share is ahead” of Sainsbury, the executive said in a speech at the IGD conference in London. “And we’re only building on that momentum.”
Last year Asda redesigned, upgraded and relaunched its National Brand Equivalent Private Brand “Chosen By You” including more than 4,000 products. The brand is now the fastest-growing Private Brand in the U.K., Clarke said.



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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.