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Private Brand Goes to the Dogs + Petco, Pets at Home, Fresh Thyme & Waitrose NEWS

This Week in Private Brand:
Beauty, Pets, and More

Welcome to Velocity This Week, Tuesday, February 6th, 2024. This is our weekly look inside the world of Retailer-owned Brand news with a healthy dose of insights and opinions. In this week’s edition, we have exciting stories on pets and beauty, highlighting the latest developments in the private brand industry.

Fresh Thyme Market’s New Beauty Range

Fresh Thyme Market has recently debuted a new range of retailer-owned brand natural beauty products. Designed by an LA-based agency, this line brings a modern and confident approach to private brand beauty. By highlighting the purpose of each product through minimalist design and wordplay, Fresh Thyme Market proves that private brand products can have personality and go-to-market effectively.

Pets at Home’s Retailer-owned Brand Extension

UK pet retailer, Pets at Home, has partnered with British agency Storm Brands to enhance their private brand offerings. With a focus on health and wellbeing, Pets at Home has created a family identity that caters to different consumer needs states and price tiers. The color-coded design system and art-directed pet imagery simplify navigation and empower customers to make informed choices for their pets’ health and happiness.

Waitrose’s Food to Go Range Relaunch

Waitrose, the UK grocer, has relaunched its private brand food to go range with a strong emphasis on animal welfare and British sourced ingredients. By championing higher welfare standards and reducing plastic packaging, Waitrose sets itself apart in the ready-made lunch products category. Their commitment to transparency and labeling further educates and empowers customers to make ethical purchasing decisions.

Petco’s Reddy Kitchen Launch

Petco has introduced Reddy Kitchen, a new retailer-owned brand range of kitchenware under their premium lifestyle brand, Reddy. Targeted at pet owners, this thoughtfully designed line offers practical solutions for pet food storage, preparation, and mealtime. With its modern look and various color options, Reddy Kitchen seamlessly integrates into any kitchen style, while maintaining functionality and ease of use.

The Velocity Institute’s 2024 Event Calendar

Looking ahead, the Velocity Institute has released its complete calendar of events for 2024. With a focus on private brand growth and innovation, these events offer speaking opportunities, sponsorships, and booths for retailers. The upcoming events include the Private Brand and AI Virtual Summit, where AI’s impact on private brands and retail will be explored, and the Velocity Conference and Expo, the marquee event that brings together industry leaders in private brand manufacturing and product development.

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By Published On: February 6th, 2024Tags: , , , ,

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About the Author: Christopher Durham

Christopher Durham is the president of the Velocity Institute. Prior to this he founded the groundbreaking site My Private Brand. He is the co-founder of The Vertex Awards. He began his retail career building brands at Food Lion and Lowe’s Home Improvement. Durham has worked with retailers around the world, including Albertsons, Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro Canada. Durham has published seven definitive books on private brands, including Fifty2: The My Private Brand Project and Vanguard: Vintage Originals.

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