Lidl Set To Debut Lidl’uns

lidl babyLidl will begin to test a new baby private brand next month under the recently trademarked name Lidl’uns. The retailer will trial the new brand in four UK regions. Lidl’s current private brand baby range, Toujours, is limited to diapers and baby wipes but does not extend to food.

Lidl’s trademark application suggests that it is preparing to expand its private brand selection under Lidl’uns with baby food, toiletries, non-food items and more. The name ties directly into the current marketing campaign in the U.K. where it uses a play on words implying Lidl meaning ‘little’.



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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.