Top 10 Private Brand Stories of 2012

2012 was a great year for Private Brand and a great year for My Private Brand, readership and subscribers more than tripled making the site the most widely read daily Private Brand site in the world. We continue to push the envelope with first to market stories, insights and strategy including stories on Safeway, Kroger, Target, Walmart, Meijer, Lowe’s, Sam’s Club and Hy-Vee just to name a few.

2012 was also a year of change and firsts:

  • I quit my day job and the corresponding story ranked number 11 on the list of most read, Private Brands Get Ready – I Quit My Day Job!
  • Launched the new site Prêt a Marque as a spinoff of My Private Brand. The site focuses on the evolving world of licensed, exclusive and Private Brands in fashion and beauty.
  • Launched the retail and Private Brand strategic consulting firm Folio28

Take a look back at the top stories of the year based on your readership, Walgreens dominates the list with three positions, however it is interesting to note that a number of opinion pieces drew a lot of attention.

Target - Threshold - frontWhat was your favorite story?

  1. Dispelling Private Brand Myths, Fairytales & Research Findings
  2. Target’s NEW Threshold Debuts!
  3. The Self-Congratulatory Syndrome: Private Brand
  4. Meijer Sets New Path For Private Brand – Ends Daymon Contract
  5. Walgreens Launches New Private Brand & New Magazine
  6. CVS Announces Significant Private Brand Portfolio Changes
  7. The Hy-Vee Brand Sale – IMPRESSIVE!
  8. Apple, Google, Amazon…Kobalt! Landor Breakaway Brands of 2012
  9. Walgreens Nice! & Good & Delish
  10. A Closer Look at Walgreens New Private Brand – Ology

ArtisanFresh-Apps-600Our growing archive of more than 2,465 stories continued to draw attention, with Private Brand readers consistently reading some of the biggest stories of the last few years

  1. Sam’s Club Launches Artisan Fresh June 2011
  2. Clover Valley Better than A Dollar? January 2009
  3. The “Official” Great Value Launch! March 2009
  4. Kidgets Debuts at Family Dollar June 2010
  5. Kroger’s Simple Truth: Private Brand Consolidation October 2011
  6. Customers Demand More World Table from Walmart February 2011
  7. Food Lion Announces My Essentials April 2011
  8. Walgreen Launches Nice! Private Brand August 2011
  9. UP & UP with Target! April 2009
  10. Apt 5 – A New York State of Mind. March 2010


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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.