Lost in the private brand changes and Wild Oats deletion at Walmart is an apparent redesign and refinement of their premium private label Sam’s Choice. The black design has gone brighter and more artisanal, the large awkward script logo has been refined and contained within a wax seal creating a more upscale look. And in frozen ready to cook meals Marketside products have been rebranded as Sam’s Choice.

Sams Choice 2 Sams Choice 3 Sams Choice 4 sams choice 6 Sams Choicw8 Sms choice7



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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.