Sears & Craftsman Break Superman Worlds Record

superman searsThis week Sears and Warner Brothers pulled of the ultimate publicity stunt when hundreds of Supermen and superwomen in full costume stormed the Sears Headquarters in Hoffman Estates Illinois. As we have reported here before Sears and their brands Kenmore and Craftsmen are featured prominently in the new movie, which debuts June 14th. Sears employees who, during their lunch hour, set a new record with 566 in the Guinness Book of World Records. A Canadian company set the old record of 437 supermen.


Previous articlePrivate Brand diversification: the new middle ground power shift
Next articleTopco Salutes Retail Members For Outstanding Marketing Of Private Brands
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.