Canadian Tire Wins With Private Brands

canadian-tire-newToronto-based home improvement/mass/sporting goods hybrid retailer Canadian Tire wants to win differentiate and battle online retailers by dramatically expanding its private brands, its chief executive Stephen Wetmore said Thursday. Wetmore spoke to analysts on a conference call to discuss Canadian Tire’s better than anticipated third-quarter results that private brands are helping the retailer outperform compete with online retailers.

stephenwetmore_226_website“That’s a very good sign,” Wetmore said, adding the sales boost in those categories was a result of new product introductions.

The retailer’s private brand portfolio includes Vertex Award Winners: Motomaster Maximum and Canvas as well as Woods for camping and outdoor gear.

“That protects us in the future much more securely than carrying brands that everybody else does,” Wetmore said.

“They have to be unique, and they also offer us an ability to control the whole process,” from design to manufacture, and that results in fewer product returns. “Your quality is there, you are saving money right across the board, and there is better inventory management.”

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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.