West Elm & the ASPCA Give Back

west-elm-aspca-001Earlier this month, modern home décor retailer West Elm debuted its 2016 private brand holiday collection of kitchen textiles and ornaments in support of the ASPCA (The American Society for the Prevention of Cruelty to Animals). The eight-piece collection of novelty tea towels and felt ornaments features caricatures of four social media famous pets:“Sir Charles Barkley” (@barkleysircharles), “Lionel the Hedgehog” (@lionelthehog), “Brimley the Cat” (@brimleycat) and buddies “Priscilla and Poppleton the Pigs” (@prissy_pig). For every collection product purchased, West Elm will donate $1 to support the ASPCA and help pets in need, with a minimum donation of $20,000 through January 31, 2017.

“Our collection is designed to support the many programs and services of the ASPCA, and help bring joy to animals in need,” said Nancy Tsuei, West Elm senior vice president of merchandising. “We are as delighted to celebrate the holidays with our pets as our customers are about sharing photos of their furry loved ones on social media.”

aspcaOn November 10, West Elm stores nationwide celebrated the ASPCA collaboration by inviting shoppers and supporters to take an in-store holiday photo with their family and pets. For every photo taken in a participating store on that date, then shared on social media and tagged using #westelmxaspca, West Elm donated one additional dollar to the ASPCA, up to $5,000.

Instagram pet celebrities from the West Elm and the ASPCA collection also made special appearances at select West Elm stores in Seattle, Charleston and Jacksonville, during the November 10 event including

The West Elm and the ASPCA collection is priced from $10-$16 and available now at West Elm stores in the U.S. and online at westelm.com.

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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.