Introducing MPB SIGHTLINE – The Ultimate Walmart Private Brand Strategic Report

MPB SIGTHLINE HEaderToday marks a first for My Private Brand – I am proud to offer our first book: MPB SIGHTLINE, a strategic look at Walmart’s Private Brand portfolio. The publication of what I believe will be a set of  groundbreaking strategic analysis and marks the beginning of a strategic partnership with retail brand expert and personal friend Perry Seelert. Look for more MPB SIGHTLINE reports on the retailers Private Brand portfolio’s in the coming months. In the meantime, if you would like to commission a custom report on your retailer – or the competition – email us for more information –

When you purchase MPB SIGHTLINE, in addition to the hard copy, you will also receive a PDF version as well as a forty-minute executive presentation by myself and Perry (travel expenses not included).

The official press release:

Walmart’s Private Brand Strategy Uncovered in SIGHTLINE
MPB SIGHTLINE-WALMART - STACKEDAn Incisive Look at the 50+ Walmart Private Brands Hiding in Great Value’s Shadow

OMAHA, NE – May 13, 2013 – My Private Brand, the influential private brand strategy website, released an in-depth report on Walmart’s private brand portfolio and business strategy. Today’s release of SIGHTLINE marks the first in a new series of insightful, in-depth reports covering the most successful retailers’ private brand portfolios and strategies.

With the release of SIGHTLINE, written by Christopher Durham, My Private Brand President, and retail branding expert Perry Seelert, the duo delve into the brands that make up the Walmart private label portfolio, category by category.

“The breadth, scope and significance of the Walmart Private Brand portfolio should have every retailer, manufacturer and CPG paying attention,” said Durham. “It’s bigger than people realize because it’s purposely hidden behind Great Value. We’ve invested the time to analyze how Walmart is leveraging its private brand portfolio to dominate or own many categories. Perhaps more importantly, we point out the holes in the portfolio waiting to be leveraged.

“The story of Walmart’s private brand portfolio has been left largely untold because it was buried under stories about the perceived failure of Great Value,” said Seelert. “Since it’s reinvention, the strategic importance of Great Value is unmistakable, but it’s only one of over 50 store brands the retailer manages and leverages for their retail dominance.”

SIGHTLINE takes the reader on a walk through the Walmart store one department at a time. While most reviews of their brands have focused on Great Value, SIGHTLINE looks at the entirety of the brand portfolio, from Ol’ Roy in Pet to Onn in Electronics and Faded Glory in Fashion. Key insights in SIGHTLINE include:

  • An overarching look at the Private Brand portfolio across each department as well as each brand role in the Private Brand architecture
  • The Top 10 Walmart Private Brand strategies and insights
  • The Top 10 opportunities for Walmart Private Brands that they still could realize.
  • The first ever marketing, merchandising and design analysis of the Walmart
    Private Brand portfolio

“Walmart’s Private Brand portfolio is a sophisticated, increasingly credible, multi-billion dollar asset,” said Durham. “It’s a powerful tool in Walmart’s quest to create differentiation, build customer loyalty and further sharpen their piercing competitive edge.”

With over 450 pages of detailed analysis of Walmart’s Private Brand portfolio and strategy, SIGHTLINE is a must-have for all retailers, manufacturers, national brands, agencies, brokers, vendors and analysts.

Complete sales information can be found at:

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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.