German drugstore dm Debuts New Private Brand


German drugstore chain dm has introduced its first food Private Brand food. Previously stores only carried food products from Alnatura organic food stores.

Drogeriemarkt-Kette dmThe dm Bio brand will initially include 50 sku’s. Erich Harsch, president and CEO, said that there are no plans to replace the currently available Alnatura products and that dm will sell both ranges at a similar price level.

150416-utopia-news-start-dm-bio-1920x900-637x300“The range of products that encompass healthy and conscious living are a key component of dm drugstores. With dm Bio, we are complementing our wide range of organic a-brand products with even more products at affordable prices,” Martin Engelmann, chairman of the board, told Austrian newspaper

dm-Bio_Collage_Apfelmark_MangoThe new brand will include a wide selection of drinks, grains, snacks, fruit pulps and spelt waffles. The retailer intends to extend the brand before the end of the year.

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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.