Carrefour’s New Value Brand Strategy? Petit Prix

Petit Prix frontFrench retailer Carrefour is launching a new value focused Private Brand for its fruit & vegetables and meat. The new brand is named Petit Prix (Small Prices) and could signal a significant shift in Private Brand portfolio strategy at the retailer. Although the brand carries the familiar Carrefour blue it has abandoned the traditional Carrefour strategy of creating a sub-brand of the master brand – Carrefour Discount, Carrefour Kids, Carrefour Light, etc. It is too early to tell however this brand could wholly displace Carrefour Discount.Petiti Prix 1

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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.