5 Questions with the Vertex Judges – Loe Limpens

    Leading up to the judging of the sixth annual Vertex Awards International Private Brand Design Competition I sat down with each of the judges and asked them five questions about the state of Private Brands – their answers present a unique global perspective and depth of knowledge of the retail brand space.

    Standard entries close Friday, January 18, 2019

    Today’s conversation is with Loe Limpens, Managing Partner, Yellow Dress Retail
    The Netherlands.

    1. How will the growth of online shopping and home delivery change private brand?
      It is estimated that in about 10 years, roughly a quarter of all grocery shopping will be done online. Especially the addition of voice-driven shopping will change the playing field completely. The set-up for private brands and private brand design has to follow complete new rules.
    1. The traditional tiered private label portfolio (good, better, best or basic, NBE, premium) has dominated retailers’ strategy for the last thirty years, will this continue? If not, what strategies will shape the new portfolios?
      Alongside the globalization of the world, customers are looking for new engagements. They want to be surprised by new brands in store they can try and experience. The result is that we see a lot of mix forms of the tiered private label structure/architecture as we know it. Globally 1 – 2 and 3 tiered structures are combined with Venture brands, Exclusive brands, etc. Strategies are shaped by global trends that customize to the specific “Umfeld” (environment).
    1. What design trends do you see impacting private brand today?
      For Europe, a new pragmatism is hitting the shelves. It fits with the “fin de siècle” and the prelude for a new Renaissance that is ahead of us.
    1. What retailer do you think is setting the standard for private brand design?
      Albert Heijn is absolutely spot on in the market.
    1. The Vertex Awards celebrates its sixth edition this year when you look back on the winners, what should we have learned?
      Act like a brand and your customer will perceive you as one. Make use of professional marketing, design, etc.

    Standard entries close Friday, January 18t, 2019


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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.