Google creator store 1Over the last ten years’ private brand has evolved across all channels at light speed, traditional NBE “compare and save” products have given way to a variety of goods and services focused on differentiation. Retailers have also grown evolved and changed and Google has jumped from simple search to ecommerce, travel and much more.

This month Google who bought YouTube for $1.65 billion in 2006, is set to open a physical YouTube store in London where popular YouTuber stars will sell their merchandise.

The “Creator Store”, due to open within the next four weeks, will be part of the new YouTube Space, which launched this week on the ground floor of Google’s office.

The store will sell t-shirts, books, mugs, photo frames, and other items that have been developed by designers and branding teams working with some of the most popular creators on YouTube. It will also be used for book signings and product releases.

The YouTube Space also contains three studios for celebrity YouTubers to use, as well as a barista bar and a community area that can be accessed by the public.

The space is designed to help YouTubers improve the quality of their videos, be it by offering them access to workshops or giving them access to equipment they wouldn’t otherwise be able to get their hands on.

So Google and YouTube are facilitating the development of unique content (product) and corresponding products – sounds like private brand to me.



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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.