Supervalu Expands Shoppers Value

Eden Prairie, Minnesota-based retailer Supervalu reported Wednesday in a quarterly earnings call with analysts that it will continue to refine its Private Brand portfolio and expand its Private Brand penetration, including adding 80 items to its value/basic tier brand Shopper’s Value label.

“Supervalu continues to expand its selection of value-oriented products. Into the second quarter, we have devoted more displays and shelf space to these items, including 10-for-$10 merchandise and entry-priced private label brand offerings like $1 pizzas. By the end of the fiscal year, we will have added 80 new items under our Shopper’s Value label,” explained CEO Craig R. Herkert during the call.

“Understanding the importance of price and value in today’s environment, we are committed to narrowing the relative price gap that has evolved in some of the markets where we compete. Accordingly, we continue to invest in price on select items, categories and across specific markets, such as our new produce initiative in the Chicago market. We’ve got more than two-dozen new items that have come out. We have more coming out for the rest of the year. We see great take-up,” states Herkert.



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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.