Boots to Launch Premium Private Brands

Health and beauty retail giant Boots plans to launch new premium Private Brand products to compete with the leading national brands

The group’s chief executive of health and beauty Alex Gourlay said he wants to create a fashion cosmetics brand that could rival Mac and Bobby Brown, while a haircare brand that could compete with those from designer hairdressers is on the cards.

Next year, Boots plans a “top secret” launch of a new brand of anti-ageing products. Gourlay also wants to sell health food that is uniquely different from existing low-calorie or fat free options.

The group, which delivers its interim results this week, currently sells its iconic No7 skincare Private Brand through American retailers Target and Ulta and is looking for additional partners in the US. It has also begun selling the range through university-based stores and a transactional website


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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.