Vida Mia Grows at Navarro

This past week the Miami-Dade County business Publication Miami Today ran this fascinating story on the evolution and growth of the Vida Mia Private Brand at the South Florida chain Navarro Discount Pharmacy.

Navarro’s private brand reach balloons
A South Florida chain is capitalizing on its connection to the Hispanic market to build its brand.

For the last two years, Vida Mia has meant big business for Navarro Discount Pharmacy, which relied on feedback from customer’s ages 18 to 65 to launch its private label two years ago.

Since then the brand has grown to cover more than 1,000 products and has extended Navarro’s reach well beyond Miami-Dade to other US markets, as the company targets international sales.

“The wholesale position is constantly looking at partnerships,” said Cristy Leon-Rivero, Navarro’s chief marketing officer. “There are plans to sell in Latin America, and distributors are in conversation to sell in the Caribbean. It’s been very well received by our customers, to the point where they come asking for our brand on a regular basis.”

Sold through Navarro’s Miami-based subsidiary, its wholesale operation Magellan Distribution Solutions LLC, the chain offers the brand under a licensing and manufacturing program to other retailers nationwide with a strong Hispanic customer base.

Read the entire story.



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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.