Swiss Coop Vitality Introduces Private Brand

The 50-strong Coop Vitality pharmacy chain Coop Switzerland is launching a new Private Brand of over-the-counter (OTC) drug products in its pharmacy, Coop Vitality. The new brand leverages the retail pharmacy name, the initial launch will include 10 products, offering relief for colds, coughs and pain. Eventually the brand will include more than 40 products. The retailer will also launch seasonal allergy products, vitamins and tonics in the first quarter of 2013.



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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.