Fifty2 – The MPB Project: Family Dollar – Kidgets

“Fifty2: The My Private Brand Project,” will present a carefully curated look at the best Private Brands in the U.S.  across all retail channels. The weekly series looks at each great Private Brand with insight, analysis and original photography. In early 2014, this carefully curated look a the best Private Brands in North America across all retail channels will be published as my first book along with a several new chapters that focuses on strategy, packaging and design learning’s from the included brands.

I am looking for retailer-owned private labels that are BRANDS. Brands that bring their positioning and business purpose to life through great design, purpose, expertise, confidence, emotion, lifestyle and innovation.

To submit a brand for consideration please email

Family Dollar Kidgets frontKidgets

In June 2010, Matthews, North Carolina-based discount retailer Family Dollar strategically moved away from its traditional “me-too” private label strategy that was implemented in grocery and HBC (health, beauty & csometics) and created a new Private Brand. Kidgets, a $10-and-under clothing and accessories line for the newborn through toddler set, abandoned the category-focused private labels in favor of a brand targeted directly at moms. Designed to help her take care of her kids on a budget, the extensive collection of value-priced clothing and accessories encompasses virtually every category and product a busy mom might need, ranging from three-piece outfit sets and shoes to diapers and baby blankets.

The playful and emotive package design, naming and brand language abandon the generic and embarrassing to create a Brand that moms can be proud to buy. Kidgets is not simply the functional basics that value shoppers can afford, but instead includes the latest fashion trends at affordable prices. From complete outfits for infants and toddlers to must-have accessories including sandals, sneakers and jumbo diaper packs, Family Dollar has created a lifestyle Brand in a sea of value.

To support the Kidgets launch, Family Dollar leveraged instore marketing and signage as well as a social media based photo contest, “Cute as a Kidget” The contest awarded one Kidgets customer a Grand Prize of $5,000 in cash; a digital camera and accessories; and the opportunity to have their child featured in a Family Dollar advertising campaign. The Cute as a Kidget website also hosted a supplementary Cute as a Kidget sweepstakes which conducted drawings for additional prizes and daily Family Dollar gift card giveaways.

Family Dollar continues to expand the line and support it with social media marketing through “Mommy Blogs.” Mommies seem to love the brand bestowing glowing reviews on the January 2013 introduction of baby wipes.

Kidgits is not only a brand that delivers on the Family Dollar retail brand positioning but also adds value to the Family Dollar Private Brand portfolio.

Brand: Kidgits
Brand Focus:
Baby & Child
Family Dollar
Matthews, North Carolina

2011 USA Retail Sales ($000):
2011 Stores:

To submit a brand for consideration please email

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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.