Private Brand Helps Survive & Win?

    On Friday, New York City-based publication The New York Post published the article Retailers eyeing private brand ownership as key to growth by Lisa Fickenscher. The article takes a look at the recent growth and changes in private brand and even includes a quote from me:

    “The conversation in retail now is how does private brand help us to survive and win,” said Christopher Durham, president of consulting firm My Private Brand.”

    Retailers eyeing private brand ownership as key to growth

    An arms race is escalating in the retail sector — and the weapons of choice are store-owned labels.

    Sales of private brands at big chains like Walmart, BJ’s, Dollar General and Target grew 4.6 percent last year compared to the 1.1 percent increase for national brands, according to the Private Label Manufacturer’s Association.

    “Retailers are having a hard time driving traffic to their stores, which makes private label more important today than it ever has been,” said Edward Jones analyst Brian Yarbrough.

    Jet.com — a hipster-focused grocery site that got snapped up by Walmart for $3 billion last year — was seen as late to the game when it announced plans last month to launch Uniquely J, a brand of household and grocery items aimed at millennials.

    Its rival Boxed.com, which sells household items and groceries in bulk, launched its Prince & Spring brand 14 months ago. The new brand’s ultra-soft bath tissue has since won a four-out-of-five-star rating from Good Housekeeping.

    Read the entire story.



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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.