Tuesday 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.”