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 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.