Big Lots Makes a Statement With Fresh Finds

Columbus, Ohio based Big Lots is rarely the subject of Private Brand conversation on commentary however over the last year they have consistently evolved and upgraded their Private Brand portfolio. If a walk of my local store is an indication the retailer with more than 1,400 stores in 47 states has significantly increased their Private Brand penetration supplementing the traditional treasure hunt with a variety of Private Brands that appear relatively credible and in some cases premium.

Take a look at the NBE Fresh Finds and the international foods focused sub-brand Fresh Finds International that includes couscous, specialty pastas, risotto, charro bean casserole and Italian soda just to name a few. All at distinctly low if a bit frightening prices.

The store also had a selection of CVS's Just the Basics Private Brand cookies at half the CVS price. Notice they are badly crushed



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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.