Each stakeholder within the retail industry perceives and interact differently with Private Brand across different countries and levels of retail maturity. The Daymon International team conducted a 360° study integrating insights from consumers, retailers, and suppliers from different markets to reach a holistic understanding of Private Brand markets around the world.

The Daymon International revealed five stages that Private Brand generally passes through across different geographies and retail dynamics. The journey shared by countries is explained by the metaphor of climbing a mountain with segmentation illustrated by different camps along the journey.

The analysis is accompanied by the retailer, supplier and consumer interactions shaping the Private Brand in the respective markets through the interviews and the comprehensive surveys conducted across all stages. These insights combined with case studies of high growth Private Brand markets and pioneer retailers within them present a comprehensive view of the industry.

This report serves as a map to help retailers and suppliers understand where their markets are situated on the journey and how they can design winning Private Brand initiatives.


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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.