Inside Lidl from PLMA’s Idea Supermarket in Amsterdam

    I love visiting PLMA’s annual “World of Private Label” trade show in Amsterdam it is energetic and exciting with 13,000 attendees from more than 110 countries visiting from more than 2,400 exhibiting companies. New products, exotic flavors, dedicated private brand professionals roaming the endless aisles hoping to find the next big thing. If you have visited the show in Chicago you think you understand, but it is hard to grasp the sheer breadth and depth of the show not to mention the astounding depth of innovation that is waiting to be discovered.

    PLMA’s Idea Supermarket presents the latest private brand packaging from more than 60 retailers around the world displayed on gondolas at the Idea Supermarket. Over the next few days, I will present a few of those.

    The first is a collection from Lidl. As US retailer anxiously await the opening of the first Lidl stores it is interesting to see what they are doing in other countries. My overall takeaway is simply, their private brands are quite compelling, Good naming, interesting and compelling well-executed design that stands among the best in the world.

    Take a look for yourself.

    Lidl United Kingdom

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    Lidl Poland

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    Lidl Italy

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    Lidl Germany

    Lidl Poland



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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.