Romanian Supermarket Profi Launches Private Brand

In July Romanian supermarket Profi will launch a mid-tier private brand featuring 600 to 700 products under the Profi brand. The brand will be available in Profi supermarkets and convenience stores.

The brand expands the private brand portfolio which currently includes a value tier label and several other mid-tier labels. The new brand is being developed by the Portuguese subsidiary of the US merchandising company Diamond.

Profi recently announced the opening of its 1,000th store in Romania.

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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.