The Co-op Re-invents Private Brands In Effort to be “Loved by Us”

The cooperative groupBritish retailer The Co-operative Group announced the will rebranding a significant portion of its Private Brand portfolio as “Loved by Us”. The new brand will include as many as 700 products launched by Christmas with the first new items arriving in stores as early as September.

Co-op own-brand strategy manager Marjorie Murphy told the Britsh trade magazine, The Grocer: “The new look is confident, bold, and in keeping with the modern co-op business that we are today, she added. “The response has been very positive from consumers, staff and suppliers. They say it is very original and not like anything else they have seen on the market.”

The revamp of the brand is the latest example of how Private Brands have become the key battleground for grocery retailers in the United Kingdom after a week when Tesco and Sainsbury’s have been locked in battle over the price and quality of their food.

The company’s Private Brand portfolio has struggled to match the expansion brands at some of the UK’s biggest retailers including: Tesco, Sainsbury’s, Asda and Morrisons, who have heavily invested in their Private Brand portfolios and seen significant sales growth from the investment.Coop Loved by us

 



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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.