BJ’s Wholesale Club Names David Atkins to New Position: VP of Own Brands

David Atkins2

Westborough, Massachusetts-based BJ’s Wholesale Club has named David Atkins as Vice President of Own Brands, a new position in the company.  Atkins will be responsible for brand strategy, marketing, analysis and further development of the Berkley Jensen and Wellsley Farms brands, which have been recently redefined to span the total non-food and foods portfolio.

Atkins has over 20 years of experience developing own brands into true points of difference at leading retailers in North America. He started his career in sales and marketing at Whirlpool Corporation where he managed the KitchenAid, Whirlpool and Kenmore brands. He eventually transitioned into retail with Giant Eagle, where he was director of its own brands, non-foods and natural/specialty foods over a

12-year horizon. Most recently, Atkins was leading a team of brand managers at Meijer in Grand Rapids, overseeing business development for own brands in the pets, baby, consumables and drug store categories.

Atkins has a Bachelor of Science in Business Administration from the University of Arkansas, Fayetteville and a MBA from Tulane University.



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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.