Inside the World of a Private Brand Retail Executive A Velocity Conference Panel

\"\"I am excited to announce the last presentation completing this year\’s groundbreaking lineup for Velocity: The My Private Brand Conference “Inside the World of a Private Brand Retail Executive.” The panel discussion moderated by Tahir Taj, Head of Europe & Asia Pacific, Daymon International will include:

  • Jason Ulichnie, VP Of Own Brands, Schnucks Markets, Inc.
  • Kristof Duna, Sr. Director, Center Store & Private Brands, MDI/Lowes Foods
  • Annslee Deluca, Brand Manager,
  • Don Helms, former Director of Private Brands, Lowe\’s Home Improvement

Participants will discuss the current state of private brand and how each panelist is leading and winning with private brand. The conversation will take attendees inside the unique challenges and opportunities of creating the future of private brand.

The group joins a world-class roster of executive speakers from Walmart, Kroger, Publix, and more. The conference will be held April 29 – May 1, 2019, at the Le Méridien in Charlotte, NC.


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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.