Save-A-Lot Acquires Americas Choice

Save alotTuesday April 26, 2016, Minneapolis based Supervalu held its Q4 2016 Earnings Conference Call. During the call Eric Claus, CEO of St. Louis-based Save-A-Lot discussed the impending changes for both the retail banner and their private brands. Most significantly he mentioned the shifting private brand strategy and the acquisition of America’s Choice from the now bankrupt Great Atlantic & Pacific Tea Co. (A&P). A brand Claus has significant plans for as a way of building “real equity”.

“As part of this process and to reinforce our strong belief in private-label products, we’ll be launching a major private brand revamp that will be executed in three phases over the next 18 months. Part of this will be the introduction of a new private-label brand that over time will span across a number of our product categories. Our goal will be to create greater brand recognition and loyalty with a single name across much of the store as opposed to individual brand names across categories. I believe the forthcoming changes to our private label assortment and the introduction of select national brands will be well received by our current customers while also attracting and retaining new customers.”



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Christopher Durham
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.