Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a keynote speaker, 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. As well as retail corporate headquarters: Walgreens, Staples, Family Dollar, Office Depot, Lowe’s, Petco, Target, Supervalu and Best Buy.
Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.
Christopher and his team at My Private Brand specialize in private brand strategy, portfolio rationalization, and optimization, competitive audits, and analysis as well as trend tracking and briefing