Australian grocer Coles is undertaking the biggest reinvention of its private brands since the chain was bought by Wesfarmers in 2007, the move will roll out a radical consolidation of its private brand portfolio designed to better compete with German discounter Aldi. The move is also designed to threaten archrival Woolworths just as the retailer is revaluating its own traditional multi-tiered merchandising focused private brand strategy. (I would love to take on this project).
Under its new private brand strategy, headed by recently – appointed Coles executive and Canadian retail veteran Michael Lovsin, Coles will eliminate a number of its old school private brands such as Smart Buy, Simply Less and replace it with a single eponymous brand called Coles which will feature a distinctive red ribbon. Coles Finest will be kept for specialty and seasonal items. The new Coles brand will be rolled out to 99% of the thousands of private brand groceries.
The Coles brand will still have products at each of the good, better, best tiers. However, this will not be called out via specific branding — and will be identified by features and price.