Warm Weather…Hotter Ideas, Exciting Changes!

CDURHAM - Theory HouseMany of you have noticed — and asked about — several references to exciting announcements coming this year and I am pleased to finally reveal the first of them. After an exciting two years of Private Brand consulting with some of the world’s largest retailers, I’m happy to announce I am joining the retail marketing and brand development agency, Theory House, as Vice President of Retail Brands.

I am excited to join the Theory House team. Over the last ten years, I have worked with Theory House as both a strategic partner and as a client on numerous projects with fantastic success. They have a true vision for the future of retail and share my belief that Private Brands are retailers’ most underutilized asset. Together we will provide world-class strategy and intelligent design to build differentiated and profitable retail brands.

Personally, this means my family and I are leaving the arctic winter of Omaha, Nebraska to return to the milder southern climate of Charlotte, NC, and home of Theory House.

As far as My Private Brand is concerned, I’m not going anywhere. I will continue to oversee the site ensuring it remains the independent thought leader for Private Brand trends, insights and news. My Private Brand will continue to challenge retailers to transform their traditional private labels into consumer-focused strategic brand portfolios.

To learn more about Theory House, feel free to reach out to me at Christopher@theoryhouse.com


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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.