Makro, Spar, Ikea, Boxed, Circle K, Sonae MC, Woolworths and Fresh Direct to Present At Velocity Europe

The inaugural edition of Velocity Europe October 21-23 at the iconic Myriad by Sana hotel in Lisbon, Portugal is excited to welcome the most exciting group private brand retail executive to the stage. This is your chance to learn from, meet and mingle with the executives leading some of the most innovative private brands in the world.

“Monumental shifts 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 retail executive speakers are leading today’s private brand revolution”

Groundbreaking Retail 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,

Founded in 2013, the 2019 Vertex Awards Retailer of the Year for North America and South America, 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.

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.

Building Brands that Care: Private Brand and Sustainability

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

This panel discussion will focus on the sustainability initiatives from successful retailers. Panelists 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 Transformation of SPAR Netherlands

Jan-Hein Van Spaandonk, Brand Manager, Spar
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

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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.