Private Brands Get Ready – I Quit My Day Job!

After more than four years of working a full-time job and spending my nights on weekends working on the little side project I like to call My Private Brand, I can finally announce to my readers that I Quit My Day Job. The identity of my now former employer was probably the worst kept secret in Private Brand – so for those of you who don’t know, during the entire time that I developed this site, chaired a conference and spoke extensively – I held a full-time position managing Private Brands at Lowe’s Home Improvement in Charlotte, NC. This will explain to the astute among you why I have never written about Home Improvement, and why I avoided some of the biggest stories of the new era of Private Brand: the evolution of Craftsman and Kenmore at Sears.

Lowe’s was a great place to work and my boss, Beth Ventura, VP of Private Brands, gave me the trust, resources and support to develop and implement a broad reaching Private Brand portfolio strategy that has redefined the way they go to market and the way customers experience Lowe’s brands. Ultimately we created enduring brands that customers will engage with and that will change the perception of Lowe’s.

It has been a rewarding and often tiring chapter of my life, so it is with great excitement that I move forward to full-time blogging (Sponsorships Available), writing a book, and consulting for retail & Private Brand (Clients wanted).

Look for an announcement of the launch of a new Private Brand site focusing on different retail channels, and information on my strategic brand consultancy.

And, stay tuned for posts on Home Improvement – some of the biggest stories of the last few years have come from Sear’s iconic Private Brands Craftsmen, Kenmore and Diehard; as well as the evolution of the Private Brand portfolios at both Lowe’s and Home Depot.



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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.