2014 – The Top Private Brand Stories of the Year

Walmart, Price First, My Private Brand, private label, store brand

2014 was another great year for Private Brand and a great year for My Private Brand, readership and subscribers more than quadrupled making the site the most widely read daily Private Brand site in the world with a little more than 1.25 million page views. We continue to push the envelope with first to market stories, insights and strategy including:

  • The launch my first book Fifty2: The My Private Brand Project, which has sold close to 5,000 books.
  • The announcement that I  joined the retail brand and marketing agency Theory House as the VP of Retail Brands.
  • The groundbreaking launch of the first of its kind international Private Brand design competition the Vertex Awards.
  • Breaking the redesign of Targets Archer Farm.
  • The launch of Amazon Elements.


Take a look back at the top stories of the year based on your readership, Walmart continues to dominate the list with the most read story of the year by more than 45,000 page views.

  1. Walmart Announces Launch of Price First in Q3
  2. Private Brand Predictions for 2014
  3. Hot off the Press – Fifty2: The My Private Brand Project the Book
  4. 2013 Vertex Awards Winners Announced
  5. Aldi Launches Simply Nature
  6. Target Remodels Archer Farms
  7. Amazon Debuts – Amazon Elements
  8. Cheap-er Isn’t Better, It’s Just Cheap – Global Retail Brands
  9. CVS Launches Gold Emblem Abound
  10. Kroger Sued Over ‘Simple Truth’ Chicken

Our growing archive of more than 5,000 stories continued to draw attention, with Private Brand readers consistently reading some of the biggest stories of the last five years

  1. Walmart Tests Neo-Generic\Basic Private Brand: Price First
  2. Kroger’s Simple Truth: Private Brand Consolidation
  3. The Premiumization of Walmart? Sam’s Choice?
  4. Clover Valley Better than A Dollar?
  5. A Closer Look At Walmart’s World Table
  6. Craftsman: Made in the USA – Manufactured in China?
  7. Apt 5 – A New York State of Mind.
  8. Target’s NEW Threshold Debuts!
  9. Food Lion Announces My Essentials
  10. Sam’s Club Launches Artisan Fresh
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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.