Equate Takes Center Stage In Walmart Flyer

This week Bentonville big box giant Walmart features it’s HBC Private Brand Equate in its “Start Back to School with Savings” themed weekly circular.  More than [three_fourth last=”no”]…[/three_fourth] of page 16 is dedicated to the brand, which was redesigned in late 2010 by the English branding agency Elmwood.

Equate joins other members of the Walmart Private Brand portfolio including: Great Value, Parents Choice, Faded Glory. No Boundaries and Mainstays as well as exclusive licensed brands OP, Danskin and Starter.

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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.