The Hidden History of U.S. Private Brands Revealed

MPB Hidden HistoryRecently, My Private Brand added a new page to the website: the Intelli-store. As grand openings went, ours was pretty tame. There weren’t dancing bears, or helium balloons. There might have been a glass of champagne. We introduced the store by introducing MPB SIGHTLINE, our strategic look at Walmart’s Private Brand portfolio, which has been well received at recent tradeshows.

If you’ve visited the store recently, you’ve probably noticed our second offering: MPB Hidden History of U.S. Private Brands. Whether you’re looking for inspiration for your next venture, or looking for a history of 100 years of Private Brands, this is the book for you. Perhaps most notable, MPB Hidden History focuses on non-grocery brands so there’s not a soda or cookie to be found within these pages. Instead, it’s filled with the rich history of retailer-owned brands beyond packaged goods.

Within these pages, MPB reminds us that being a Private Brand isn’t a bad thing. In fact, some of the most loved brands today began as Private Brands. It’s brands like Levi’s and Craftsman that remind us being a Private Brand doesn’t mean we can’t create something iconic that consumers will respond to heart and soul.

MPB Hidden History is a great tool for sharing your vision for your company’s Private Brand strategy with non-Private Brand departments and reminding them that many of the brands they buy today came from humble beginnings, but with the support of their parent company, grew to become household names.

You can learn more about both MPB SIGHTLINE and MPB Hidden History of U.S. Private Brands at our Intelli-store. And be on the lookout for new offerings in the coming months.


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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.