Private Brand Director to Leave Carrefour Group

French retailer Carrefour‘s director of Private Label Reflets de France Alain Fretellière will leave the group at the end of the month, according to a report in the trade magazine Retail Week. Fretellière was a driving force behind the creation of Reflets de France, a range of premium French gastronomic Private Brand products, which has been successful since it launched in 1996. Fretellière was also instrumental in the introduction of the Carrefour Discount economy brand in May 2009.



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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.