CVS Officially Launches “Total Home”

CVS Total Home FrontFive months after we first reported the impending launch of the new CVS home goods Private Brand “Total Home” and 4 months after we published A Closer Look At CVS’ New Total Home Brand the Woonsocket based retailer issued a press release for its launch.

CVS/Pharmacy Launches New Exclusive Line Of Household Essentials, Total Home, Now Available Nationwide

Total Home brand embodies reliability, quality and affordability in products used to keep a house feeling like home

WOONSOCKET, R.I., May 9, 2013 Today, CVS/pharmacy announced the official launch of Total Home, a new home care product line built on performance, reliability and premium quality that is now available exclusively at CVS/pharmacy stores nationwide. The new Total Home line includes a wide range of products for everyday home care, ranging from cleaning and cooking to organizing, and has undergone rigorous quality testing to offer customers exceptional, reliable options at a 15-20 percent savings compared to popular national brands. Among the more than 150 items included in the line are facial and bath tissue, paper towels, trash bags, food storage necessities, kitchen and bathroom cleaners, bulbs, extension cords and more.

CVS - Total Home - bags“Growing and enhancing our store brand offerings continues to be a priority for CVS/pharmacy,” said George Coleman, Vice President of Merchandising, Store Brands and Quality Assurance, CVS/pharmacy. “We offer customers the convenience of a one-stop shopping destination to find all their health, beauty and household essentials. We are confident that as customers give Total Home a try, these products will exceed their performance expectations and become a staple in their homes.”

Maintaining a home is a tough job, which is why CVS/pharmacy aims to provide high-quality, dependable products that help families effectively complete everyday household tasks as conveniently and affordably as possible. Whether the day brings spills to clean up, leftovers to store or laundry to take care of, Total Home offers the products needed to get the job done affordably and efficiently.

Every Total Home product is tested to ensure that it meets or exceeds the performance and important product attributes of the leading comparable national brands. By unifying all home care-related products under the new Total Home brand with a new logo and packaging, CVS/pharmacy is making it easy for customers to recognize the line and stock up on home essentials.

CVS/pharmacy stands behind the quality of all its exclusive product lines including Total Home and offers a 100 percent money-back guarantee to ensure customer satisfaction. Now available at more than 7,400 locations, customers will have the convenience of picking up high-quality household essentials by stopping into their local CVS/pharmacy. Shoppers can also find the extensive line of Total Home products online on




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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.