Koen de Jong releases new book The Private Label Revolution

Late last month private label consultant and author Koen de Jong release of his 4th book, The Private Label Revolution. The book comes 4 years after the publication of his third book Managing Private Labels and adds to his thought leadership in a meaningful and contemporary way.

The Private Label Revolution presents a look inside the world of European private label and its phenomenal growth with a special emphasis on the disruption of the European market by discount grocers.

De Jong embraces the commoditization of packaged goods and its impact on the growth of private label with a few concise questions: “The debate on whether manufacturer brands will outlast private label may well continue but it is an irrelevant debate for a cost-conscious consumer. Does it really matter who makes your box of cereals, a bottle of detergent or pack of batteries, as long as they do the job? These are not status symbols by any measure. The propensity to pay a premium for brands may well be on its way out, especially if the quality difference between alternatives is not discernible.”

The 240-page full-color book also includes contributions by Robertus Lombert and Vertex Awards judge Loe Limpens of Yellow Dress Retail. It is available in English and can be ordered on the website www.iplc-europe.com.

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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.