Private Brand Direct From “The Source”

HeadRushThe Source, one of Canada’s largest electronics and communications retailers, with over 700 locations has become a leading destination for electronics, accessories and mobility products. The retailer offers a portfolio of electronic and accessory category Private Brands that include: Fluid, HeadRush inStudio, GnarlyFish, Xtreme Gaming, Nexxtech and more.

The SourceThe Source Private Brands have gained significant penetration and market share by leveraging a strong Private Brand portfolio and product mix that delivers innovative technologies that are uniquely designed and competitively priced. With approximately 1,200 Private Brand skus out of a total of 3,000 available skus in an average store Private Brand sales now approach 30% of total company merchandise sales and continue to be a strong contributor to corporate profitability. This has been driven by the retailer’s dedication to quality and value, which is reflected in consistently high customer reviews Private Brand products.

Brands like HeadRush and inStudio have transformed value products into must-have products that help set The Source apart in the consumer electronics market.

HeadRush-BrandingSince 2009, HeadRush has been a best-selling audio brand at The Source, offers a collection of headphones, earbuds and complementary audio products with innovative designs in bold colors. HeadRush isn’t just a brand name—it’s a brand experience that stands as a symbol of what a music experience should feel and look like and has quickly become the go-to brand for consumers seeking premium audio products. With a significant increase in sales each year, HeadRush has helped drive The Source’s leading market position in the consumer electronics space. The brand continues to deliver strong customer satisfaction, with an overall customer rating of 4.5 out of 5 stars.

inStudio-BrandingThe inStudio brand offers a mix of audio electronics and accessories that are custom-crafted to satisfy consumers’ audio needs—technically, aesthetically and affordably. By harnessing the power of professional-studio sound, inStudio produces incredibly compact and portable sound systems. Whether sitting on the coffee table, hanging by the pool or walking the streets in-hand, the brand’s achievements in high-quality sound and stylish, sophisticated design have become staple pieces in the lives of consumers. Since its inception in 2011, inStudio has developed audio technologies that make sense for every occasion, built on the principle that all of life’s moments deserve a soundtrack. With a strong product offering of wireless, rechargeable and waterproof speakers, inStudio allows customers to free their listening experience and get the best sound quality out of their tablet, smartphone, iPod, laptop, TV and more.

These two Private Brands are just two examples of how The Source understands and uses a strong Private Brand portfolio to create differentiation and make the company a leader in home and personal electronics.



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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.