Hotdog With Hema

hema hotdogHEMA is a Dutch small box mass retailer of everything from food to clothes and they are 100% private brand. Think Target meets Ikea. They operate more than 650 branches in Europe including The Netherlands, Belgium, Germany, France, Spain and Luxemburg. Established in 1926, HEMA has always solely carried private brand products.

The hand-drawn watercolors (here in combination with photography) on a white background reflect HEMA’s key values: natural, honest, pure, fresh, quality, and delicious. In addition, the humor and whimsical aspects incorporated in the designs are supposed to elicit an optimistic, happy mood and a heightened sense of enjoyment.



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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.