Kids: The Forgotten Channels & Loyal Customers of Tomorrow

The following is the third in a series of guest posts from the latest issue of Global Retail Brands and this is my contribution to the magazine. Throughout the week we will feature one article a day from the new publication – please take a few minutes and click-through to the site – read the entire article and see what the rest of the world is up to.

KidsPrivate Brand Innovation for Kids: The Forgotten Channels & Loyal Customers of Tomorrow

By Christopher A. Durham: President & Chief Strategist, My Private Brand

In the last column, I introduced the concept of the “forgotten channels” and the Private Brand retailers in those channels who are supporting the next generation of Private Brand with product development, expanded quality controls and innovation initiatives not to mention award-winning brand development and package design. They move beyond CPG/FMCG private label and deliver real brands their customers. They are behaving like confident brand owners and investing in focused communications and advertising that tells their brand stories.

This column will expand that concept to include not simply a channel but a customer – Mom’s & Kids and what Private Brands retailers are using to build relationships with them.

Infant and toddler focused Private Brand packaged goods products (Diapers, infant formula shampoos, medications, etc.) continue to grow and have begun to pus h the traditional guard rails defined by strong national brands in the category. German cooperative retailer Edeka is currently testing 30 flavors of premium organic Private Brand baby food called SunSan.

However when we step out of the supermarket the Private Brands become far more interesting examples include:

IKEA: Iconic Swedish retailer includes more than 500 Ikea branded child and parent focused products which include everything a busy mom needs to bring the modern Scandinavian lifestyle and aesthetic to life in her own home. Products include: changing tables, cribs, bibs, furniture, rugs, lighting, towels and linens, toys, first aid, and storage.

Read the entire article.


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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.