Carrefour Opens Private Brand Pop Up Store

This week Carrefour Italy opened a store in Milan dedicated to its Private Brand, Terre D’Italia. The France grocer has unveiled a pop up store in Milan’s main train station, Stazione Centrale, dedicated exclusively to Terre D’Italia. Overr the years the grand train station has evolved to become a shopping destination for travellers. The approximately 269 square feet store will carry more than 280 products including pasta, desserts, wines, sauces, jams and preserves.

With the brand Terre d’Italia, Carrefour undertakes a mission to safeguard precious gastronomic traditions and the development of medium-sized companies and enterprises on which the rich culinary heritage of Italy is based; a heritage whose rigorous pursuit of quality and authenticity in food has inspired the greatest of chefs.

Terre d’Italia, is a 100% Italian line made from carefully selected ingredients and composed of authentic gastronomic specialties that have been passed down from one generation to the next. The defining elements of this brand of more than 160 products are quality and authenticity; with particular attention paid to the choice of suppliers from every Italian region specialized in the creation of typical regional food products.

The store will remain open until the beginning of February.

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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.