Velocity Europe to include Discounters – Insights into a Winning Private Brand Strategy

    We are thrilled to announce the next speaker for the inaugural edition of the Velocity Europe Conference. Robertus Lombert a partner at the International Private Label Consult (IPLC). He will present at the conference on October 21-23 in Lisbon. Register today!

    Robertus is currently a partner at the International Private Label Consult (IPLC) a boutique firm which specializes in strategic consulting and project management for manufacturers and retailers. In 2019, he wrote the chapter “Discount Retailers” in the book: The Private Label Revolution by  IPLC managing partner Koen de Jong.

    Before joining IPLC, Robertus spent 12 years working for Lidl Portugal in the positions of Non-Food Director and General Director Private Label. He has a deep understanding and know-how from the real-world experience of the retail strategies followed by discounters, supermarkets, and hypermarkets.

    He was responsible for the strategic repositioning of the Lidl private label in 2007 as it shifted from a Basic private label to a national brand equivalent. The change resulted in stronger performance and market leadership in many categories. He also held responsibility for numerous in-out actions of private label products and the successful launch of the premium private label Deluxe in Portugal.

    Lombert obtained a Degree in Management from Universidade Lusíada, in Lisbon, Portugal.

    Robertus will present.

    Discounters – Insights into a Winning Private Brand Strategy

    Lidl & Aldi are not only the leading retailers in Europe; they also will be the fastest-growing retailers in Europe for the next years.

    Former Lidl director and current IPLC Partner Robertus Lombert will present an analysis of the strategic importance and success of private brand at the discounters. With unique insights into the reasons that drive their success.

    The audience will learn the Aldi and Lidl efficiency as well as the philosophy and strategy behind their private brand businesses.

    Previous articleMetcash Commits to Premium Private Brand
    Next articleNo Name – “This Video Will Now Go Viral”
    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.