Fifty2, The MPB Project: Home Depot – HDX

HOME DEPOT- HDX 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.

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

Fifty2 The MPB Project LogoHDX
Bernie Marcus and Arthur Blank Along, with investment banker Ken Langone and merchandising guru Pat Farrah, founded the world’s largest home improvement specialty retailer, The Home Depot, in 1978. Their vision of one-stop shopping for the do-it-yourselfer came to life when they opened the first two stores on June 22, 1979, in Atlanta, Georgia. The retailer revolutionized the home improvement industry by bringing know-how and tools to the customer at a great price. Since then, the retailer has built an extensive portfolio of traditional private labels including Workforce, Hampton Bay, Commercial Electric, Glacier Bay and Husky, not to mention a significant collection of unbranded/generic, often value-focused products.

In 2012, The Home Depot shook up their private label portfolio with the introduction of a new private Brand. Unlike previous labels, HDX leveraged a close connection to the retailer’s brand name and iconic orange brand color, and created a relevant multi-category “trusted value” brand solution Home Depot shoppers could grow to know and love. The brand is proof that inexpensive does not have to mean ugly or embarrassing. HDX is now found in a wide variety of value-focused home improvement products including: cleaning supplies, hand tools, shelving, bungees, fans, tarps and tape.

To support the launch of the brand, Home Depot challenged its associates to take part in     an online video contest, the HDX Factor. According to the HDX factor website:

You’ve heard how great the new line of HDX products are; now it’s your turn to pitch by creating your own amazing commercial or infomercial! All you have to do is make a 60-second or less video that convinces a panel of judges that your featured HDX product or products are absolute must-haves. You may even want to tell associates what the ‘X’ in HDX represents.

The Grand Prize winner plus two associate guests (or submitting team up to three associates) will receive travel and accommodations to a VIP Behind-the-Scenes Experience of an HDTV broadcast production in Atlanta, AND the winner’s store will receive ONE THOUSAND DOLLARS for the Fun Fund!

The clean, uncluttered design architecture and bold orange HDX mark creates a contemporary and shoppable brand that is easy to spot in Home Depot’s vast aisles. HDX has become the dependable and durable brand solution for Home Depot customers.

Brand: HDX
Brand Focus:
Home Improvement Essentials
The Home Depot
Atlanta, GA
2011 USA Retail Sales:
2011 Stores: 1,963

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.