West Des Moines, Iowa-based grocer Hy-Vee is introducing clothes into it’s stores with the debut of a 3,300-square-foot F&F clothing boutique in their 91,000-square-foot store in Lakeville, Minnesota. The new offering will include men’s, women’s and children’s clothing, shoes and accessories. F&F is a private brand of British retailer Tesco that is focused on selling fast fashion similar to George at Asda/Walmart or Joe Fresh at Loblaws. The move comes as fast fashion retailers like H&M, Forever 21, Zara and Uniqlo have taken fashion by storm.

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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.