Dutch Private Brand Bedding From HEMA

The Dutch dime store HEMA typically sells Private Brand products across a wide variety of categories including clothing, food, gardening tools, office supplies and home ware. Design agency Studio Kluif has been involved in the branding and packaging of these products since 2002 and this year was responsible for creating the packaging for the new line of bedding ‘Dekbed’. Following the playful and loose illustrative style utilized across other Hema ranges, Studio Kluif has crafted a detailed ‘to-bed’ visual narrative confidently executed in a single color.”



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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.