Fifty2, The MPB Project: Barnes & Noble Classics

Barnes & Noble CLassics 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 Fifty2 The MPB Project Logopresents a look at one great Private Brand with insight, analysis and original photography. I 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

Barnes & Noble Classics
New York City based bookstore Barnes & Noble began publishing its Private Brand, Barnes & Noble Classics, in early 1992. More than 20 years later, the collection has grown to more than ninety books. The leather bound, hardcover editions include some of the greatest books ever written: Tom Sawyer, Gray’s Anatomy, Arabian Knights, The Complete Works of William Shakespeare, The Bible, and Alice in Wonderland, not to mention modern classics like The Ultimate Hitchhikers Guide to the Galaxy, Dune, Twenty Thousand Leagues Under the Sea, The Star Wars Trilogy and a bound collection of Stephen King’s first three novels, Carrie, Salem’s Lot and The Shining.

The beautifully illustrated series includes a variety of vintage illustrations and new original commissions that bring the stories to life. The books are leather bound, embossed and often feature foil stamping on the jacket and spine. These books allow book lovers to build a library that is beautiful yet sturdy, without breaking the bank. Many have marbled endpapers, painted page edges and matching ribbons and headbands, with paper heavy enough to feel significant in hand. Barnes & Noble Classics skillfully merges custom typography, illustration and well executed layout to create beautifully bound and crafted books.Barnes & Noble CLassics 1

These books are the ultimate Private Brand expression of the Barnes & Noble brand. They confidently celebrate reading, classic literature and great design to create books Barnes & Noble customers will treasure for years to come.

Brand: Barnes & Noble Classics
Brand Focus:
Classic Books
Barnes & Noble
New York, NY 

2011 USA Retail Sales ($000):
2011 Stores:

To submit a brand for consideration please email

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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.