Old Navy Launches Kindred Goods

kindred-goods-3Fast fashion chain Old Navy is jumping into beauty, launching a private brand personal care line developed in conjunction with Tru Fragrance called Kindred Goods.

kindred-goods-2Kindred Goods will include three different scents (Sea Salt & Fig, Sweet Cream & Honey and Orange Blossom & Tea) and five products that will start at $6; an eau de parfum, hair and body mist, hand cream, foaming body scrub and body lotion.kindred-goods-1



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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, and consultant who has worked with Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro, Lowe’s, Food Lion, Hannaford and more building private brands. 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 latest book Vanguard: Vintage Originals a look at innovation and disruption in private brand going back to the mid-1800’s. Durham lives in Charlotte, NC with his wife Laraine and two daughters Olivia and Sarah.