PLMALive! For Men Only – Boots No 7

C Durham - PLMA live - boots

In May I presented the first of a series of videos that I have filmed as a commentator for the Private Label Manufacturers Association’s (PLMA) web based video magazine PLMALive! In the first of three segments the PLMA’s Tim Simmons and I sat down to discuss my new book Fifty2: The My Private Brand Project.

Below is the second segment that shifts from the interview style to me as commentator. The segment “For Men Only” presents my insights into drugstore Walgreens roll out of Boots NO. 7 private brand line for men, as well as recent trends demonstrating an increased popularity of male grooming products.

PLMA Live!



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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.