Walmart’s Dramatic Private Brand Changes Examined in MPB Sightline 2.0

Walmart Sightline UpdatedIn light of recent dramatic changes to the private brand portfolio, we have released version 2.0 of the groundbreaking MPB SIGHTLINE: The 2013 Walmart Private Brand Portfolio report.

With version 2.0 of SIGHTLINE, written by Christopher Durham, My Private Brand President, and retail branding expert Perry Seelert, the duo add to the insights that were revealed in the first edition with a closer look at the test of the neo-generic private label Price First, Great Value Naturals and the reemerging Sams’ Choice.

Walamrt Sightline 2 copySIGHTLINE takes the reader on a walk through the Walmart store one department at a time. While most reviews of their brands have focused on Great Value, SIGHTLINE looks at the entirety of the brand portfolio, from Ol’ Roy in Pet to Onn in Electronics and Faded Glory in Fashion.

“Walmart’s Private Brand portfolio is a sophisticated, increasingly credible, multi-billion dollar asset,” said Durham. “It’s a powerful tool in Walmart’s quest to create differentiation, build customer loyalty and further sharpen their piercing competitive edge.”

With over 450 pages of detailed analysis of Walmart’s Private Brand portfolio and strategy, SIGHTLINE is a must-have for all retailers, manufacturers, national brands, agencies, brokers, vendors and analysts.

PURCHASE TODAY!Walmart Sightline 3



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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.