The World of Private Brands Converges on Amsterdam

PLMA INTERNATIONAL 1The world’s largest Private Brand tradeshow kicked off today in at the RAI Exhibition Center in Amsterdam. This year’s edition of the Private Label Manufacturer’s (PLMA) annual international trade show the “World of Private Label” brought record crowds as retailers from around the globe walked the halls to discover new and exciting products among the more than 3,800 exhibit stands from 2,100 exhibitors from 70 letters

For readers who have not had the privilege of attending this show – add it to your list as a must attend event – the sheer scale of this show is simply amazing. The hall and exhibitors are modern and distinctly European which for American retailers should increase the odds of discovering the next great differentiating innovation.

Like the U.S. show the event is continuing to expand, the growth reflects the continued growth of retailer own brands in Europe, 18 of the 20 countries tracked by Nielsen for PLMA’s 2013 yearbook saw Private Brand penetration increase.

This year’s edition includes 50 national and regional pavilions. New pavilions in the food section include: Ecuador, Croatia, Dutch province North Brabant, Denmark, Italy, Lithuania, Slovenia, South-Korea, Hungary, Egypt and Poland in Non-Food section new pavilions from Mexico, Hungary, Spain, China and Slovenia.


As well as the:

  • Idea Supermarket which displays the Private Brands of more than 60 retailers in Europe, United States, Latin America, Africa and Asia.
  • New Product Expo which showcases more than 350 products of the latest innovations in Private Brands including everything from product development to marketing to packaging

Stay tuned for more stories this week on the Idea Supermarket, research, as well as new product trends and just some cool ideas.


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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.