Brandefy Puts Target’s Smartly to the Test

Brandefy a new private brand-focused mobile app started by Meg Greenhalgh 2017 Darden School of Business at the University of Virginia and Velocity Conference intern. Brandefy – which came together in UVA’s i.Lab business incubator program – closed an initial funding round.

Meg Greenhalgh

The platform compares store brands to name brands to help shoppers save time and money. Brandefy currently has more than 1000 product evaluations of private brand products from retailers across the country including Kroger, Walmart, Aldi, Trader Joe’s Ulta, Publix, Amazon, Sephora, Target

Based on consumer rankings, the technologies algorithm creates an ingredient match percentage and a synopsis of user perceptions between the private brand and national brand product.

Greenhalgh and her partners – who include fellow UVA grads James Graham and Carolyn Kochard launched the app in April with an initial focus on health and beauty products, then quickly moving into over the counter drugs.

Most recently Brandefy applied its platform to Smartly Target’s new essentials and personal care private brand. Unlike traditional private label cleaning products that are National Brand Equivalents for traditional CPG products, Brandefy recognized that the scent profiles and upscale minimalism of the package design “targets” premium products from Method.

You can read their report here but suffice it to say that of the 8 products reviewed Smartly from Target was selected 62.5% of the time.

Check out Brandefy.

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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.