South African Massmart / Walmart Launches DIY Private Brand

A full power tool and power tool accessory category review, detailing a market gap and margin opportunity in the power tool accessory category, provided the perfect opportunity to launch the newest Private Brand in South African Massmart / Walmart shared Private Brand portfolio, Blacksmith. Blacksmith is exclusively available from Makro, Builders Warehouse, Express and Trade depot stores throughout South Africa.

Blacksmith is a premium Private Brand of power tool accessories  with more than 420 SKU’s that has been produced to meet and exceed international quality standards. The unique packaging (size me hole, angled and shank specific backing cards, grit table) enables the customer to find the right accessory for the right job. Blacksmith brand products are unrivaled in quality and innovation such as the SDS+ drill bits which is the only drill bit in the South African home industry which has quad TCT tips and has electrophoresis coating for rust prevention.

The Massmart Private Brand team ensured the successful launch of the Brand with a complete concept to shelf program that included:

  • Brand development
  • Packaging design (in house)
  • Website development
  • Conceptualizing products and category
  • Sending out request for tenders to various vendors
  • Setting product specification
  • Vendor selection
  • Producrt Selection (comprehensive range covering 4 major subcategories; Drilling, Sawing, Sanding, Accessories)
  • Call Center

Visit the website;  for more product and range info.

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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.