Daymon Worldwide Launches Specialty Brands Division

Stamford, Connecticut based Daymon Worldwide announced today the formation of a new Specialty Brands division dedicated to bringing smaller, brands with unique consumer appeal to the retail market.

“Bringing specialty brands to market is part of Daymon’s commitment to helping our suppliers and retailers grow,” said Carla Cooper, chief executive officer of Daymon Worldwide. “One of our goals is to generate new opportunities for suppliers across a wide variety of categories, and innovative products and brands will do just that. For retailers, adding these brands to the assortment enhances key categories and can help drive store traffic. With strong consumer awareness and established brand loyalty, many specialty brands are poised for immediate success. ”

The new division’s first venture will be a partnership with Chicken Soup for the Soul, the well-known book publisher of life improvement, inspiration and wellness focused books. Daymon will team up with Chicken Soup for the Soul Publishing to introduce a line of comfort foods under the “Chicken Soup for the Soul” name.

“Specialty brands play a unique role in the retail market, because they deliver one-of-a-kind value propositions to consumers,” said Cooper. “They appeal to consumers in a very different way, and as a result, they don’t typically compete with top-tier national brands and Private Brands. Many specialty brands have an innovative concept or strong name recognition in another arena, but can find it challenging to get a product sourced, packaged and on the shelf at the right retail outlets. Daymon already has expertise in all these areas and more, so we identified this as the right opportunity to grow our own company while also offering value to suppliers and retailers.”

Daymon’s new Specialty Brands division will provide management, sourcing solutions and sales execution programs, customized for each brand. A dedicated Daymon team of Daymon will set and direct sales strategy, as well as coordinate access to across Daymon’s  services and companies.

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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.