Big Lots Debuts New Baby Brand b*loved

Big Lots bloved

Columbus, Ohio, based Big Lots is giving families a new budget-friendly option when it comes to purchasing baby supplies. Families typically spend upwards of $12,000 on child-related expenses in their baby’s first year of life. Big Lots, new b*loved premium private brand gives moms and dads everything they need to keep babies clean, comfortable and dry. Customers looking for a great value on products ranging from diapers and wipes to baby wash and shampoo can shop Big Lots first with b*loved.

“Big Lots takes pride in providing our customer a great selection of quality baby care products at a price she loves,” said Richard Chene, Executive Vice-President, Chief Merchandising Officer. “At the core of our assortment are b*loved diapers which are made with pride in the USA and have unique characteristics such as accordion-stretch fasteners, contour shaping and a super absorbent core.”

As a brand built on quality, b*loved features products that are comparable to leading national brands. To meet the increasing demand for premium quality products at great prices, the line includes items like shampoo, detangler, baby oil, baby wipes and diapers, starting at $1.50.


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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.