Velocity Institute

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.
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SPAR Austria Reduces 1,270 Tons of Sugar in Private brand Products

[et_pb_section fb_built="1" _builder_version="4.5.6" _module_preset="default"][et_pb_row _builder_version="4.5.6" _module_preset="default"][et_pb_column _builder_version="4.5.6" _module_preset="default" type="4_4"][et_pb_text _builder_version="4.5.6" _module_preset="default" hover_enabled="0"]Since the beginning of 2017, SPAR Austria has removed a total of 1,270 tons of sugar across 300 SPAR private brand products. Now, the retailer has gone one step further and, where possible, has set sugar limits for individual product categories. So far, more

SPAR Austria Reduces 1,270 Tons of Sugar in Private brand Products2021-09-15T09:39:53-04:00

At Whole Foods Class Is in Session: Welcome to Home Ec 365

[et_pb_section fb_built="1" _builder_version="4.5.6" _module_preset="default"][et_pb_row _builder_version="4.5.6" _module_preset="default"][et_pb_column type="4_4" _builder_version="4.5.6" _module_preset="default"][et_pb_text _builder_version="4.5.6" _module_preset="default"]To promote its recently redesigned private brand 365 Everyday and engage consumers during the pandemic Whole Foods has introduced the new on demand teaching series Home Ec 365. The completely digital curriculum is built to help millennials adult like a boss. Far from the boring

At Whole Foods Class Is in Session: Welcome to Home Ec 3652021-09-15T09:39:53-04:00

The Vitamin Shoppe Appoints Muriel Gonzalez EVP, Chief Merchandising & Marketing Officer

[et_pb_section fb_built="1" _builder_version="4.4.9"][et_pb_row _builder_version="4.4.9"][et_pb_column type="4_4" _builder_version="4.4.9"][et_pb_text _builder_version="4.4.9"]The Vitamin Shoppe announced this week that it has appointed Muriel F. Gonzalez as Executive Vice President, Chief Merchandising and Marketing Officer. In this new role, Ms. Gonzalez will spearhead all merchandising, marketing, product development, and private brand initiatives, driving a cohesive and integrated vision for The Vitamin Shoppe's

The Vitamin Shoppe Appoints Muriel Gonzalez EVP, Chief Merchandising & Marketing Officer2021-09-15T09:39:53-04:00

Jumbo Launches Vegetarian Private Brand

[et_pb_section fb_built="1" _builder_version="4.4.9"][et_pb_row _builder_version="4.4.9"][et_pb_column type="4_4" _builder_version="4.4.9"][et_pb_text _builder_version="4.4.9"]Dutch grocer Jumbo Supermarkten has introduced Lekker Veggie, the new private brand range of vegetarian and vegan products. Lekker Veggie is the successor to the successful Veggie Chef, which in three years has become a household name among vegetarians, vegans and customers who want to eat meat less often. The

Jumbo Launches Vegetarian Private Brand2021-09-15T09:39:53-04:00

Brandless Returns!

[et_pb_section fb_built="1" _builder_version="4.4.9"][et_pb_row _builder_version="4.4.9"][et_pb_column type="4_4" _builder_version="4.4.9"][et_pb_text _builder_version="4.4.9"]Over the last few months, the remnants of the failed online retailer Brandless has been working day and night to bring the retailer back to life. The resurrected company continues its dedication all private brand high-quality everyday essentials at an incredible value. Over the next few months, new items

Brandless Returns!2021-09-15T09:39:53-04:00

Kroger’s Simple Truth Partners with Terracycle to Recycle

[et_pb_section fb_built="1" _builder_version="4.4.9"][et_pb_row _builder_version="4.4.9"][et_pb_column _builder_version="4.4.9" type="4_4"][et_pb_text _builder_version="4.4.9" hover_enabled="0"]Kroger announced last week the launch of its Simple Truth Recycling Program, offering customers a free and simple way to recycle the flexible packaging of more than 300 products from Simple Truth, America's largest natural and organic brand, with annual sales exceeding $2.5 billion in 2019. Developed in

Kroger’s Simple Truth Partners with Terracycle to Recycle2021-09-15T09:39:54-04:00

New Daymon Report Reveals Strong Outlook for Private Brands

[et_pb_section fb_built="1" _builder_version="4.4.9"][et_pb_row _builder_version="4.4.9"][et_pb_column type="4_4" _builder_version="4.4.9"][et_pb_text _builder_version="4.4.9"]Daymon, released the latest edition of its Private Brand Intelligence Report today, delivering a look into the possible future of Private Brands. The report features insights from Daymon’s proprietary research, custom analyses, consumer surveys and global intelligence. Top-level findings include: Private Brand momentum accelerates in the new normal The

New Daymon Report Reveals Strong Outlook for Private Brands2021-09-15T09:39:54-04:00

Private Brands Must Keep-up with Legal Changes for OTC Drugs

[et_pb_section fb_built="1" _builder_version="4.4.9"][et_pb_row _builder_version="4.4.9"][et_pb_column type="4_4" _builder_version="4.4.9"][et_pb_text _builder_version="4.4.9"]The offerings for over-the-counter (OTC) drugs has been rather stable for decades because the law regulating these drugs discouraged innovation. So companies have been offering largely the same product year-after-year, with branded vs private brand drugs being essentially identical. Yet a change in the law promises to add new

Private Brands Must Keep-up with Legal Changes for OTC Drugs2021-09-15T09:39:54-04:00

Velocity Day 1: Size Isn’t All That Matters in Private Brands

[et_pb_section fb_built="1" _builder_version="4.4.9"][et_pb_row _builder_version="4.4.9"][et_pb_column _builder_version="4.4.9" type="4_4"][et_pb_text _builder_version="4.4.9" hover_enabled="0" admin_label="Text"]The opening day of Velocity Global featured presentations from some of the largest private brand retailers — including Walmart and CVS Health. However, a key takeaway was that success in private brands is about far more than just size and scale. For CVS Health, success is about

Velocity Day 1: Size Isn’t All That Matters in Private Brands2021-09-15T09:39:54-04:00

Velocity Conference Begins Tuesday!

[et_pb_section fb_built="1" _builder_version="4.4.8" custom_padding="0px|||||"][et_pb_row _builder_version="4.4.8"][et_pb_column type="4_4" _builder_version="4.4.8"][et_pb_text _builder_version="4.4.8" text_line_height="1.9em"] TIME IS RUNNING OUTMeet 200+ private brand executives from 65 retailers and 12 countries. For the first time ever, the Velocity Conference is coming to you in a content-packed, online virtual event unlike anything you’ve attended before – the first ever global private brand event. With more than 30 retail executives

Velocity Conference Begins Tuesday!2021-09-15T09:39:54-04:00

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Velocity is the global industry association focused on retailers and their brands across all categories and channels. Velocity is leading the game-changing shift to radically transform the private label industry into RETAIL BRANDCENTRIC & CONSUMER FOCUSED. ALL retailers, manufacturers, and solution partners dedicated to helping to build Retail-owned Brands are invited to join the Institute.

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