Dollar General Redesigns & Expands Smart & Simple

Smart & Simple Dollar GeneralGoodlettsville, Tennessee-based Dollar General has begun to introduce a redesign of its neo-generic private label Smart & Simple. The design is stark  – screaming cheap so loudly that it seems to assume the customer is not smart enough to identify $1 cake mix. The expansion of the label is widely seen as a response to the introduction of Walmart’s extreme discount, low quality label Price First.

CEO Richard Dreiling discussed the expansion of the brand in the retailers Q1 2014 Results – Earnings Call

“In the first quarter alone, 49 planograms have been changed to provide more affordable items on our shelf across about 90% of our departments, making it easier for our customers not only to see great value, but also to see affordability. We are leveraging the Smart & Simple private brand. Smart & Simple is a great platform that allows us to offer the lowest opening price points in categories on the shelf.

The Smart & Simple brand was launched about six years ago to deliver affordability. Our customer recognizes that the brand is just as the name indicates and does not expect the product to be national brand equivalent like our portfolio of other private brands including Clover Valley, DG health and DG home.

Smart & Simple allows us to further expand our product offerings and offer a good product at an opening price point that delivers affordability. This year alone, we will add approximately 40 new Smart & Simple products primarily across food, paper and home cleaning, including items from liquid dish soap to macaroni and cheese.”



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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.