Fifty2, The MPB Project: Food Lion – Home360

Home 360 Front“Fifty2: The My Private Brand Project,” will present a carefully curated look at the best Private Brands in the U.S. across all retail channels. The weekly series looks at each great Private Brand with insight, analysis and original photography. In early 2014, these will be published as my first book along with several new chapters that focus on strategy, packaging and design learnings from the included brands.

Fifty2 The MPB Project LogoI am looking for retailer-owned private labels that are BRANDS – brands that bring their positioning and business purpose to life through great design, purpose, expertise, confidence, emotion, lifestyle and innovation.

To submit a brand for consideration please email

In 2008, Delhaize-owned grocers Food Lion, Hannaford, Bloom, Bottom Dollar, Sweetbay Supermarket, Harveys and Reid’s were in the process of actively rethinking their Private Brand strategy and optimizing their portfolio. The dramatically consolidated set of brand assets included the introduction of the new household products brand Home 360. Debuting in Food Lion stores the same year, it quickly gained traction, as well as the PLBuyer private label packaging award.

From the latest designs in kitchen ware to innovative cleaning supplies, the brand’s bold black-based contemporary design is accentuated by a modern san serif font, bold pops of primary colors and a design system that allows the brand mark to shift colors to fit the category and simplify the customer’s shopping experience. The design marries stylish form with the promise of new and innovative products and creates a compelling brand experience.

Home 360 now covers a wide variety of products including: baby needs, pet care and household products, with cool, modern designs and innovative products. The name is at once descriptive and emotionally evocative, promising that it covers the complete circle of customer needs, from diapers, wipes and baby lotions to pet food and kitty litter to household items like charcoal, cleaning supplies, stationery, paper goods, kitchen gadgets and seasonal items.

In 2010, the brand expanded beyond Food Lion to its Delhaize-owned bannermates, Maine based Hannaford and Florida based Sweetbay Supermarket, and is now carried at all Delhaize-owned banners in the U.S.

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Brand Focus: Household, Baby, Pet
Delhaize America
Salisbury, N.C.
2012 USA Retail Sales:
2011 Stores:


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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.