Private Brands Continue to Grow In Europe

What’s happening with Private Brands in Europe? They are growing…again! Market share exceeded 40% or more in several countries last year and is moving toward 50%. What are retailers doing to drive this kind of growth? Are there any tips here for U.S. retailers? Take a look at this installment of the video magazine PLMA LIVE! from the trade association, Private Label Manufacturer Association’s (PLMA). Host Jodi Daley and PLMA president Brian Sharoff deliver for a special report direct from PLMA’s “World of Private Label” International Trade Show in Amsterdam.

Watch the video.



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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.