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.
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.