Dollar General Redesigns Clover Valley

Dollar General clover ValleyOver the last few months dollar retailing giant Dollar General Has gradually introduced a redesign of both it’s Clover Valley and DG Home Private Brands. The move follows the introduction of a redesign of its “down & dirty” value tier label Smart & Simple.
While reporting on his company’s fiscal,

Clover Valley LogoCEO Richard Dreiling mentioned the impending redesign in Dollar General’s 2014 fourth-quarter earnings on March 12.

“On the merchandising front we are in the midst of repackaging our private brands across both select consumables and non-consumable categories. The goal of the repackaging is to enhance our customer’s perception of our private brand quality and value for the price. We had a test launch of the new packaging in select products with very encouraging results. And the majority of these repackaged items are expected to be on the shelf by midyear.

We continue to grow our private brands with SKU count up 6% over 2013 and penetration of about 24%.”

The Dollar General redesigns present a fresh new look for Private Brand in the dollar channel and raise the bar for the impending merger of Dollar Tree and Family Dollar whose portfolios of brands will need a strategic rethink and potential redesigns to stay competitive.

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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.