Last night an enthusiastic crowd of retailers, agencies, designers and manufacturers gathered at the Hilton Amsterdam to celebrate the winners of this year’s international private brand design competition. This year’s competition included more than 300 entries from 25 countries and 49 retailers around the world, attendees included many of the European winners as well as representatives from their agencies.

We were pleased to have both the Best in Show Winner and the Publishers Choice Winner in attendance.

First-time entrant and Best in Show/Gold winner Spanish retailer Consum were accompanied by Maslow, the agency who created their winning entry Kyrey for Men, Male Deodorant

Multiple Vertex Award winning agency Supper Studio and their client El Corte Inglés joined the party to celebrate their 7 Vertex Awards which included Publishers Choice for El Corte Inglés Fresh Potatoes.

Not to be missed was the design team from Daymon who won multiple awards for multiple retailers.


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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.