Groundbreaking Velocity Europe Presentations Revealed

The inaugural edition of Velocity Europe today released its final 2020 agenda. Velocity will be held on October 21-23 at the iconic Myriad by Sana hotel in Lisbon, Portugal.

“Monumental changes are taking place that are completely changing private brand,” said Christopher Durham, conference creator and president of My Private Brand. “While traditional retail is clearly undergoing seismic changes, private brands are here to stay, the industry has dramatically shifted from old school private label fast followers to retail owned brands designed to win. This year’s collection of icons, geniuses and Mavericks are leading today’s private brand revolution”

Velocity Europe has compiled private brand’s most senior and diverse speaker roster with a focus on pushing forward and creating the future of private brand.

P.S. There might be one more reveal coming.

Groundbreaking presentations include:

Why Using Private Brands Helps Retailers to Successfully Turnaround Business

Paulo Peereboom, CEO, MAKRO, Netherlands

Building Authenticity through Transparency

Carrie Mesing, Vice President, Merchandising, Fresh Direct

Imitation might be the sincerest form of flattery, but it won’t build a brand that inspires influencers! Hear how reinforcing your authentic brand story will safeguard your brand and differentiate from the competition. Truly authentic brands, like FreshDirect’s Just FreshDirect Private Brand, inspires an emotional connection with consumers, helping to build brand loyalty and increase profitability in the process.

The Woolworths Innovation Incubator Journey

Bazil Stander, Executive Innovation Chef Lead, Woolworths Australia

Bazil will tell the story of the Woolworths journey to create their groundbreaking Innovation Incubator and foster a culture that celebrates and loves food. Plus, a look inside the Woolworths inspiration sessions that inspire product development.

Ikea’s Transformation Journey

Michaela Quinlan, Commercial Manager, Ikea Portugal

Michaela Quinlan Commercial Director of IKEA, the world’s biggest furniture retailer, will share their local growth strategy and main focus areas, including physical and digital channels. Ultimately making their iconic IKEA products available to more consumers.

Private Brand 2.0: The Next Generation of Prince & Spring at Boxed.Com

Jeff Gamsey, Senior Vice President, Boxed.com

Founded in 2013, the 2019 Vertex Awards Retailer of the Year for North America and South America, Boxed.com has taken the best elements of the wholesale clubs (Costco, Sam’s Club, etc.) and folded them into their unique digital experience. All without a membership fee.

In this thought-provoking presentation, Jeff Gamsey, VP of Private Brands at Boxed will discuss the evolution of internet retailers award-winning private brand and provide an inside look at where it came from and where it’s heading.

Blue Sky: ReInventing the Private Brand Portfolio

Christopher Durham, President, My Private Brand, Co-founder, The Vertex Awards

Private labels around the world have traditionally relied on merchandising focused price-based tiering to guide growth and product development. The new age of consumer empowerment and ubiquitous online choice must dramatically change the way retailers approach their brands. In this challenging presentation, Durham will discuss the future of consumer-focused private brands, the shift from private label price-focused mimicry mindset to strategic brand portfolio management.

  • This will include:
  • Setting both business and consumer goals
  • Portfolio components: private brands, sub-brands, freestanding brands and licensing
  • Positioning and its impact on private brand development

Bem Me Quer, The Perfect Gift.

Inês Capelo De Brito, Designer, Sonae MC/Continente
Ana Sonnemberg De Carvalho, Packaging & Design, Sonae MC/Continente

Ana and Inês will present BEM ME QUER, the Vertex Award-winning private brand for Continente.

BEM ME QUER is a seasonal/holiday range designed to make every special moment! The brand concept includes three seasonal designs: Christmas, Easter, and Celebration. The Celebration designs are present in Continente stores throughout the year, helping shoppers celebrate the special moments in their lives.

Amazon: How the World’s Most Relentless Retailer Will Continue to Revolutionize Commerce

Natalie Berg, Author & Consultant, NBK Retail

The titan of 21st-century commerce, Amazon, has grown from an online bookseller to one of the most valuable public companies in the world. They have relentlessly expanded their retail offer by adding additional categories and upending entire sectors. They have continuously enhanced their entertainment, fulfillment, and technology capabilities to create a unique, frictionless, and fully embedded experience for the customer.

So how do you compete with a company that has rewritten the rules of retail? A company that has given shoppers access to millions of products right at their fingertips, and often delivers them the very next day? A company that has over 100 million Prime members willing to pay for the privilege of shopping with them. A company that is not even really a retailer but a technology business at heart?

In this presentation, Natalie Berg will present a glimpse inside her latest book co-authored with Miya Knights “Amazon: How the World’s Most Relentless Retailer Will Continue to Revolutionize Commerce.” She will explore what makes Amazon different, how they’ll continue to revolutionize retail and the true meaning of ‘the Amazon Effect’. No one can beat Amazon on their terms, but we’ll explore:

  • How retailers can co-exist by focusing on WACD: What Amazon Can’t Do
  • Store of the future
  • The shift from transactional to experiential
  • Leveraging your physical infrastructure to beat Amazon
  • Winning with Private Brand

Permission to Pioneer: The Power of Private Brands

Michael Taylor, President, Daymon
Tahir Taj, Head of Operations for Europe & Asia-Pacific, Daymon

Private Brands are setting the pace for the industry, having become a crucial source of differentiation, store choice, and consumer preference. With Daymon’s 50-year history and expertise in the Private Brand space, Michael Taylor, President of Daymon, and Tahir Taj, Head of Operations for Europe & Asia-Pacific will discuss the evolution of Private Brands globally and provide their perspective on the future of the industry, with a focus on what’s next in innovation. Leveraging proprietary insights, custom research and thought leadership the presentation will provide an inside look into the emerging trends and strategies driving change at retail, along with the key action steps retailers must use to innovate and lead through their Private Brands to ensure long-term, sustainable growth

Building Brands that Care: Private Brand and Sustainability

Vibeke Bryhn, Quality Assurance Manager Europe, Circle K
Annslee DeLuca, Brand Manager, Boxed.com
Moderator: Abby Ayers, Head of Retail Partnerships, Fairtrade USA

This panel discussion will focus on the sustainability initiatives from successful retailers. Panelist will share their sustainability journeys and the impact of that journey on their private brands. They will discuss building brands with values that care for people and the planet.

The Art of Balancing Innovation

Paul Woodward, Retail, Senior Director, Solutions Management Group, Oracle

In this session, Paul Woodward, will explore the art of balancing innovation with due diligence, promotion with protection, and image with trust, while balancing growth with cost. Paul will share ways to improve private brand speed to market, and leverage product and supplier data to confidently promote sustainability, ethics, and dietary claims.

The Future of Grocery – Private Brand the Differentiation Imperative

Jon Wright, Head of Retail Insight, IGD Retail Analysis

Private labels around the world have traditionally relied on merchandising focused price-based tiering to guide growth and product development. The new age of consumer empowerment and ubiquitous online choice must dramatically change the way retailers approach their own brands. In this challenging presentation, Durham will discuss the future of consumer-focused private brands, the shift from a private label price-focused mimicry mindset to strategic brand portfolio management.

This will include:

  • Setting both business and consumer goals
  • Portfolio components: private brands, sub-brands, freestanding brands and licensing
  • Positioning and its impact on private brand development

The Transformation of SPAR Netherlands

Michelle Romeo-Wiegman, Creative Director/Managing Partner, Yellow Dress Retail

This presentation will take you on a journey which began in 2011 and demonstrates how design both an excellent tool and investment, to push private brand to a new level. The result is a SPAR brand which has been consistently reshaped to fit the needs of the contemporary target shopper. The work transformed the image of the retailer; from an old corner store to one of the fastest-growing retailers in the Netherlands

Discounters – Insights into the Winning Private Brand Strategy Aldi and Lidl

Robertus Lombert, Partner, IPLC

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.

And don’t miss the:

Opening Cocktail Reception
Held in the Myriad Crystal Center, the home of the Innovation Expo the Opening Cocktail Reception is the perfect way to kick off the conference. Industry professionals from around the world will begin networking, catching up with colleagues, and beginning their Velocity experience. Cocktails and hors d’oeuvre will be served.

Vertex Awards Ceremony, Retailer of The Year Award and a look at this Year’s Winners

Vertex Awards Exhibit: an exhibit of the 70+ winning designs from 23 retailers around the world

Vertex Awards Cocktail Party & Celebration
As the conference day winds down, Velocity attendees and Vertex Award Winners will move to the Leonidas Room of the iconic Myriad by Sana which features panoramic views of the Tagus River.

This Cocktail Party will be held Tuesday, October 22 at the end of the first full day of the Velocity Europe Conference. We are also excited to celebrate Dutch retailer Albert Heijn as the Vertex Awards Retailer of the Year for Europe, Asia, The Middle East, Oceania, And Africa during the conference.

The exciting space is the perfect place to unwind, celebrate the Vertex winners, and get to know fellow attendees with curated music, expertly crafted cocktails, and the signature cuisine of Chef Frederic Breitenbucher. Cocktails and heavy hors d’oeuvre will be served.

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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.