Grocery Private label has traditionally stayed firmly entrenched in the endlessly repetitive and undifferentiated cycle of National Brand Equivalence. However, when you step outside of consumer packaged goods retailers are challenging the paradigm.

Washington state based club giant Costco has introduced private brand Kirkland Signature golf balls which according to Forbes magazine have been flying off shelves at $30 per two dozen the initial run of the balls quickly sold out.

But it’s not simply price that is making these balls popular, golf consumer testing website MyGolfSpy tested the balls against the best in class Titleist Pro V1 and the results are stunning.

And customers have reacted well clamoring for the balls which are now being resold on Ebay, the 24-pack selling for between $50 and $100.



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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.