Santa’s Bringing Fifty2 Just In Time For Christmas

\"Fifty2Are you looking for the perfect holiday gift? Do you want a gift that promotes strategic creativity but is still something your staff will enjoy? Look no further. Cross your department off your shopping list. We’ve got you covered.

Fifty2: The My Private Brand Project is my look at the best brands that brought their brand positioning and business objectives to life through great design, purpose and innovation in 2013. The stellar photography by Teri Campbell showcases the best in class brands.

These are the brands doing it right. This book serves as a guide, as well as inspiration, for any brand professional. It includes expanded brand strategies and learning from the 52 brands found within its pages.

This unique book is a must-have for any branding professional looking to take their brands to the next level or to understand the evolving store brand landscape. Order today and get your copies in time for the holidays!


Brands include:

  • Amazon Kindle
  • Archer Farms
  • Artist\’s Loft
  • Avant
  • Baraboo
  • Barnes & Noble Classics
  • Bi-Rite Public Label
  • Blue Hawk
  • Charles Shaw
  • Circo
  • Clarke + Kensington
  • Craftsman
  • Daily Chef
  • Dean & Deluca
  • FAO Schwartz
  • Fresh & Easy
  • Gold Emblem
  • Greenwise
  • H20 Help To Others
  • HDX
  • Home 360
  • Ht Traders
  • Hy-Vee One Step
  • Insignia
  • Kenmore
  • Kidgets
  • Kobalt
  • Lucky Duck
  • Marketside
  • Mirra
  • Mytrition
  • Organics
  • Ology
  • Publix
  • Raley\’s
  • Safeway The Snack Artist
  • Sephora
  • Simple Truth
  • Simply Balanced
  • Simply Enjoy
  • Simply Nourish
  • Skyline
  • Stone Ridge Creamery
  • Sur La Table
  • The Fresh Market
  • Threshold
  • Trader Joe\’s
  • Tul
  • Via Roma
  • Williams-Sonoma
  • World Table
  • 7 Select



Fifty2: The My Private Brand Project Tour Comes to Charlotte


Since the launch of “Fifty2: The My Private Brand Project.”, early this year my life and career has been a whirlwind of blogging, an exciting new job at Theory House and bouncing around the country from Boston, Chicago, Denver, San Diego to NYC. Which has inevitably led me back home to the south and Charlotte. Don’t miss the exclusive Carolina’s leg of my national book tour or the opportunity to pick up a signed copy.

Grab your tickets today for the 3rd annual Retail Insights Southeast luncheon being held October 8, 2014 from 11am-2pm at The Big Chill in Charlotte. Hosted by my colleagues at Theory House. I will join Marci Grebstein, VP of Marketing at Food Lion and Spencer Blaker, Global Director of Retail Marketing at Burt’s Bees.

Register Today!


Fifty2 tour

Don\’t Miss the My Private Brand Show on the Road!


Writing a book is a formidable experience. You do the research, find the words, put your beliefs into it – and on the line – and then you wait to see if Mikey likes it. The response to Fifty2: The My Private Brand Project, my take on the 52 best private brands in the country, has been both exciting and humbling.

\"FIFTYWhen I set out to write the book, that was all it was. I had never considered a book tour. The My Private Brand website has been well-received since day one, and I’ve become a sought after speaker and consultant, but when I started receiving emails asking about a book tour, I was blown away.

But with over 1,500 copies sold, and requests for a speaking tour coming in, it’s clear the book is a well-received success and momentum continues to grow. So I’m in the process of planning a late summer/early fall book tour. If you missed me at FUSE in Chicago, or The Dieline Conference in Boston, you’ll have plenty of opportunities to meet me and talk about the best of the best US Private Brands. Right now, I’m finalizing plans to visit.

  • Atlanta
  • Boston
  • Charlotte
  • Chicago
  • Cincinnati
  • Dallas/Fort Worth
  • Denver
  • Los Angeles
  • Miami
  • Minneapolis
  • New York City
  • San Francisco
  • Seattle
  • or your office.

Whether you’re a retailer hoping to build and grow great brands, a manufacturer wanting to better understand your retailer customers, or a CPG wanting to learn about the evolving competition, my presentation will educate, enlighten and challenge. I’ll discuss the book and the brands, take a look at where Private Brand is headed and the latest trends, and follow that up with a Q&A session and a book signing.

To Schedule a stop at your corporate headquarters or request pricing information please complete the contact form below.

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Fifty2 grocery

Fifty2 Private Brands in 52 Seconds

If you haven\’t had a chance to pick up Christopher Durham\’s new book \”Fifty2: The My Private Brand Project\” check out this 52 second video highlighting all Fifty2 brands.

Christopher Durham Fifty2 grocery

Hot off the Press – Fifty2: The My Private Brand Project the Book

\"Fifty2Today I am excited to announce the release of my first book, Fifty2: The My Private Brand Project. Loyal readers will remember my year-long blog project, which took a look at what I believe are the Fi\"CDURHAMfty2 best Private Brands in America. This book is the culmination of that project.

In the book, I combat the erroneous perception that private brands in the United States are just a value play wrapped in bad design. This Fifty2 clearly debunk that perception and present the best of the new era of retail owned BRANDS.

These are the retailers who are doing it right. They have evolved their private labels into consumer-focused brands and are devoting the resources necessary to build them with everything from advertising to packaging design. I think the biggest surprise while conducting the research was that even Walmart has some standout brands.

Fifty2: The My Private Brand Project includes profiles along with an examination of the strategies and learnings from the Fifty2 featured brands as well as more than 200 original photographs from the award-winning photographer Teri Campbell. After reviewing more than 650 brands, I commissioned Campbell to visually portray the select brands in compelling ways and rethink traditional packaging photography his work is amazing, he has set a new standard. We’ve set out to redefine not only the perception of private brand in America, but also its potential.

Other retailers whose brands are featured in the book include Target, Staples, Kroger and Lowe’s Home Improvement. But one of the things I love about this project is that when I found the best brands, not all were from big retailers with big budgets. Some regional retailers and their Private Brands like Bi-Rite, Hy-Vee and Raley’s, are local surprises that truly deserve the recognition.

Fifty2: The My Private Brand Project is available for purchase at and