Belgian Retailer Colruyt Consolidates Portfolio – Launches ‘Boni Selection’

Boni SelectionBelgian retailer Colruyt is to launch a new Private Brand named ‘Boni Selection’. The new brand will enable the retailer to significantly consolidate and optimize their Private Brand portfolio and replace more than 50 existing own brands. The brand will feature ‘contemporary, recognizable packaging’, as well as a new logo. The first products to be rebranded will be fruit and vegetables, followed by juices, the ‘Galaxi’ cheese brand, then ‘Belsy’ cookies and household products, such as ‘Lisa’ paper towels. The decision to shift portfolio strategies and rebrand was because of a lack of customer awareness about current Colruyt private labels such as Eldorado, Glaxi and Belsy.

Colruyt’s discount range will retain the ‘Everyday’ label, with the economy range set to be at least 30% cheaper than products in the Boni Selection range, which will be at least 15% cheaper than national brands.

With over 2,500 Private Brand Colruyt SKUs currently on sale, the retailer will phase in the conversion with completion expected by the end of 2015. The Boni Selection products will be sold at all of the Colruyt Group’s store formats, including Colruyt, OKay and SPAR.

The ‘Boni’ name has had a long association with Colruyt. In1958, Jo Colruyt and his brothers took over an organization called ‘Boni’, which delivered goods to more than 800 affiliated independent grocers. In 1959, a series of independent self-service grocery stores, called ‘Super Boni’ were launched.


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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.