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Christopher Durham

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.

The Private Label Strikes Back – Episode II

Here is the second post in a series from the  Interbrand,  publication: “Private Brands: A global guide to the rise of private label brands”. One...

Canopy Unfolds in Walmart Commercials.

Check out this commercial for Walmart's decor brand Canopy. The creative delivers the brand as a National Brand and only pays off with Walmart...

Private Label, A New Hope – Episode I

The brand consultancy, Interbrand,  widely known for their annual “Best Global Brands Report” and for the website brandchannel.com recently published the second edition of...

Is Private Brand Growth a Symptom of Recession?

The mainstream media continues to attribute the current growth Private Brand to the recession. This excerpt from an article published this past week in...

Walmart Debuts "Great Value" in National Ads.

In a flyer effective May 31st – June 6th, Great Value is featured for the first time in a page four of the twenty...