A Closer Look At CVS’ New Total Home Brand

Total Home - 9

Woonsocket Rhode Island based drug retailer CVS officially announced the launch of their new home goods brand Total Home Thursday, December 13, 2012 at their annual Analyst Day in New York City.

“We also had some news to share about the launch of our Total Home brand. This brand will consolidate many different home brands, and at 150 SKUs into one cohesive quality brand story, covering a broad range of home products. We are very bullish on this brand, and you will start seeing it in the beginning of 2013, setting up a formal launch in May of next year. So we do have a strong game plan for growing our store brands.”

The launch of Total Home is a significant step in the consolidate and optimization of the CVS Private Brand portfolio Total Home, the new brand will replace both the CVS Pharmacy and Round The House brands for home goods

Take a closer look at the Total Home items in store to date.


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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.