Christopher Durham

PrintChristopher Durham is the VP of retail brands at Theory House, the branding and retail marketing agency. He is an author, consultant, strategist and retailer with close to 20 years of real-world retail and corporate experience creating, launching and building billion dollar Private Brands. His influential website, My Private Brand , seeks to drive the changing Private Brand landscape, focusing on the emerging art and science of Private Brand management. With readers from more than 67 countries and more than 3,000 stories, he has worked to push the traditional industry from the dark ages of private label into the new era of retailer-owned BRANDS.

While working at Lowe’s Home Improvement, he developed and implemented the strategy for their multi-billion dollar portfolio of Private Brands, as well as creating and managing many of those brands. Prior to Lowe’s, he served as brand manager at Delhaize America, where he developed and delivered retail brand marketing as well as Private Brand strategy and development for Food Lion, Bloom, and Bottom Dollar.

He is a trusted consultant for many of the world’s leading retailers, including Office Depot, Best Buy, Lowe’s Home Improvement and Grainger.

Durham is the author of the groundbreaking book on retailer owned brands, Fifty2: The My Private Brand Project. He is a much sought-after thought leader who has been featured in columns and interviews in the Washington Post, Brand Packaging, Private Label Buyer, Global Retail Brands, Food Processing, Retail Leader, PLMALive! and Food Processing Magazine.

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, Shopper Insights in Action, FMI Private Brand Summit, Private Label Buyer Conference and the Own Label Conference in London, England.

Fifty2 Presentation - cdurhamChristopher is available to speak at corporate meetings and keynote conferences, some of his recent topics have included:

The Differentiation Imperative
Differentiation is the buzzword of the day, but its much easier to say. Durham into the meaning, and impact of differentiation on Private Brand and the paths to win. Differentiation is not optional, for retailers to survive it is imperative.

Private Brand Portfolio’s and Brand Assets
The shift from private labels to private brands is a shift from inward focused copycat strategies designed to build labels and simplify merchandising to customer focused brand portfolios design to become significant corporate assets. Durham will challenge you and your team to build brands that create customer loyalty and implement long term portfolio strategies that add value.

Private Brands Today
Insight and analysis on the latest launches, marketing, hiring and events in Private Brand.

Private Brands Trends What’s Next?
A look at the six emerging trends in the Private Brand world that will define the retailer owned Brands of tomorrow.

Global Insight: The Vertex Awards
As the founder of the Vertex Awards Durham presents a look at the global private brand trends and insights that can be uncovered in the Vertex Awards winners.

Fifty2: The My Private Brands Project
Discover a new approach to branding in this challenging look inside the groundbreaking first book by Christopher Durham of My Private Brand: Fifty2: The My Private Brand Project. The 52 brands featured in the book radically destroy the notion that all American private brands are ugly knock-offs of national brands and clearly paints a picture of the retail brand revolution that is creating retail-owned brands that customers know and love.

Private Brand at Walmart is Bigger than Great Value
A look into the MPB SIGHTLINE Walmart Portfolio analysis report that cuts into the world of Walmart’s Private Brands like no one has before. The executive presentation reviews the findings of the in-depth review of Walmart’s more than 50 private brands across virtually every department in the store, from grocery and fashion to home and electronics.

MPB Hidden History of Private Brand
Today, they’re some of the brands we know best. In some cases, you’d be hard pressed to consider them private brands at all. But they all had humble beginnings. From Levi’s to Craftsman to Aeropostale to Kindle, we look at them all. This presentation looks at the history of Private Brand without the overshadowing effects of grocery, drug and mass. This is a look at the scope of Private Brand beyond grocery and how far its come, the perfect timeline, from 1832 to today. Whether you’re looking to inspire your Private Brand department to take your brands to the next level, or just looking for branding inspiration yourself, this is the presentation for you.

Book Christopher to speak.