Private Brand Portfolio Optimization Service Launches


According to a PwC’s U.S. Retail and Consumer Deals Insights 2014 report, the volume of retail acquisitions was up 52%, with the value of these transactions up 104%. Merger and acquisitions in the past several years have included Albertsons and Safeway, Kroger and Harris Teeter, and Office Depot and OfficeMax. With the recent acquisition of Family Dollar by Dollar Tree and the announcement of Staples purchasing Office Depot OfficeMax, 2015 will be another year of shifting retail landscapes. Retail branding and marketing agency, Theory House announced a specialized offering to lead retailers through the evaluation and optimization of private brand portfolios resulting from a merger or acquisition.

“A significant risk of the accelerated pace of M&A activity is retailers will own multiple, redundant portfolios of private brands, ” says Jim Cusson, president of Theory House. “We apply our retail branding and strategic expertise along with an impartial third party business perspective to guide the restructure of the portfolio and ultimately leverage a revised and reinvigorated portfolio to win with customers”

The private brand portfolio optimization process helps ensure the portfolio is strategic, cohesive and supportive of long-term value creation. Theory House has expertise with managing store brand portfolios in the grocery, dollar, home improvement, dollar and office supply channels.

The private brand portfolio optimization process include:

  • Assessing the relative strengths and weaknesses of brands against key business and shopper objectives
  • Identifying white space and new brand opportunities
  • Reposition and redesign of individual brands
  • Creation of new brands to address shopper needs
  • Establishing business goals for the new, revamped portfolio

Increasing sales by developing short-term plans while creating a long-term strategic roadmaps focused on brand building

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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.