Dollar General Grows Its Private Brand Portfolio with Gentle Steps

Fulfilling the commitment that Todd Vasos, Dollar General CEO made in their March 14, 2019, Q4 2018 Earnings Conference Call, the retailer has launched a new private brand in the baby category, Gentle Steps. The brand replaces the existing DG Baby private label.

The move comes as the discount retailer continues to evolve its private brand portfolio with the debut earlier this year of the premium beauty brand Believe Beauty. In 2018 they also launched the better for you brand Good and Smart as well as their HBC brand Studio Selection. Gentle Steps will feature diapers, wipes, baby powder, baby oil, shampoo, and bath gel.

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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.