Hot off the Press – Fifty2: The My Private Brand Project the Book

Fifty2 THe MPB Project - frontToday I am excited to announce the release of my first book, Fifty2: The My Private Brand Project. Loyal readers will remember my year-long blog project, which took a look at what I believe are the FiCDURHAM - Fifty2 -lofty2 best Private Brands in America. This book is the culmination of that project.

In the book, I combat the erroneous perception that private brands in the United States are just a value play wrapped in bad design. This Fifty2 clearly debunk that perception and present the best of the new era of retail owned BRANDS.

These are the retailers who are doing it right. They have evolved their private labels into consumer-focused brands and are devoting the resources necessary to build them with everything from advertising to packaging design. I think the biggest surprise while conducting the research was that even Walmart has some standout brands.

Fifty2: The My Private Brand Project includes profiles along with an examination of the strategies and learnings from the Fifty2 featured brands as well as more than 200 original photographs from the award-winning photographer Teri Campbell. After reviewing more than 650 brands, I commissioned Campbell to visually portray the select brands in compelling ways and rethink traditional packaging photography his work is amazing, he has set a new standard. We’ve set out to redefine not only the perception of private brand in America, but also its potential.

Other retailers whose brands are featured in the book include Target, Staples, Kroger and Lowe’s Home Improvement. But one of the things I love about this project is that when I found the best brands, not all were from big retailers with big budgets. Some regional retailers and their Private Brands like Bi-Rite, Hy-Vee and Raley’s, are local surprises that truly deserve the recognition.

Fifty2: The My Private Brand Project is available for purchase at and


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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.