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About 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.

7-Eleven Japan Releases a new anime miniseries on YouTube

7-Eleven Japan’s latest promotional campaign promises that extraordinary moments can be found on the most ordinary days – as demonstrated in the world's largest convenience retailer’s new animated miniseries, ‘Rainbow Finder.’ Each short episode (less than two minutes) is essentially a commercial which features 7-eleven private branded product. The short films have the polish and

7-Eleven Japan Releases a new anime miniseries on YouTube2021-09-15T09:27:52-04:00

Walgreens – Manager Owned Brand Commercialization

Job Summary Responsible for assigned Owned Brands category sales and profit development through category, market, and product trend knowledge and application. Makes customer-led recommendations to meet and exceed Company, Division, and individual targets for Sales and Profit through working with key stakeholders throughout the Company. Manages several diverse categories simultaneously. This manager is expected to

Walgreens – Manager Owned Brand Commercialization2021-12-15T20:02:08-05:00

Kroger Private Brands Would Rank 8th on the Fortune 500 listing of CPGs

Kroger hosted a virtual 2021 Investor Day today to provide an update on the retailer's strategic initiatives and plans to deliver strong and sustainable total shareholder return of 8% – 11%. "Kroger continues to deliver for customers through our seamless ecosystem and relentless focus on freshness, value and convenience," said Rodney McMullen, Kroger's chairman and

Kroger Private Brands Would Rank 8th on the Fortune 500 listing of CPGs2021-09-15T09:27:52-04:00

Earth Grown Becomes the Newest ALDI Private Brand to Receive the Good Housekeeping Seal

The list of ALDI private brands backed by the Good Housekeeping Seal keeps growing, this time with the addition of 34 ALDI Earth Grown private brand products. The Earth Grown brand, made up of premium yet affordable plant-based options, now joins more than 170 other ALDI products that feature the trusted symbol of consumer assurance

Earth Grown Becomes the Newest ALDI Private Brand to Receive the Good Housekeeping Seal2021-09-15T09:27:52-04:00

MY PRIVATE BRAND TALKS with Matthew Stillings CEO of Radienz Living

Welcome to My Private Brand Talks a weekly interview series in which I will discuss the state of private brand, retail, and careers with retail executives and private brand thought leaders from around the world. This week’s episode features my conversation with Matthew Stillings CEO of North American manufacturer of home and personal care products

MY PRIVATE BRAND TALKS with Matthew Stillings CEO of Radienz Living2021-09-15T09:27:52-04:00

United Dairy Farmers & Taft’s Brewing Co. Partner to Debut Milkshake IPA

Taft’s Brewing Co. and Ohio, Kentucky and Indiana-based convenience retailer United Dairy Farmers (UDF) join together in a delicious mashup with their brand-new private brand UDF Milkshake IPA. Brewed with heaps of hops, lactose, oats and flaked wheat for a refreshing and hoppy twist on a Cincinnati classic. This new beer will be available at

United Dairy Farmers & Taft’s Brewing Co. Partner to Debut Milkshake IPA2021-09-15T09:27:52-04:00

The cult favorite sneaker from Lidl is back

After the resounding success of the first campaign in July 2020, Lidl Switzerland is bringing the Lidl private brand sneaker back to the shelves. The strictly limited special offer also includes Lidl sports socks and Lidlettes - Lidl Schlarpen. The collection will be available from Easter Monday, April 5th. Originally intended as an April Fool's joke,

The cult favorite sneaker from Lidl is back2021-09-15T09:27:52-04:00

CVS Health Launches Goodline Grooming Co

The men’s grooming category has been talked about for years, but it’s finally begun to reach the mainstream. The global men’s grooming industry is expected to hit $78.6 billion by 2023, from $57.7 billion in 2017, according to a Research and Markets report. Hoping to capture share in that dramatic growth CVS Health has launched

CVS Health Launches Goodline Grooming Co2021-09-15T09:27:53-04:00

Big Lots Unveils its Largest-ever Outdoor Private Brand Assortment

Just in time for spring, Big Lots is inviting shoppers to live a little bigger outdoors with the launch of its largest-ever lawn and garden assortment. With over 900 square feet of designated store space for more than 1,200 outdoor furniture pieces including private brands Broyhill and Real Living – Big Lots is the ultimate

Big Lots Unveils its Largest-ever Outdoor Private Brand Assortment2021-09-15T09:27:53-04:00