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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Love’s Expands Private Brand

[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"]Oklahoma City-based gas and convenience retailer Love's Travel Stops & Country Stores now has more snack and drink options available for customers with the expansion of its Love's private brand range. New candy and water options are now available. "We listen to what our

Love’s Expands Private Brand2021-09-15T09:39:52-04:00

CVS Removes Controversial Ingredients from Sunscreen

[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"]CVS announced this week that it has met its 2020 goal of removing the controversial ingredients oxybenzone and octinoxate from nearly 60 of its private brand sunscreens. And while the retailer had initially promised to fulfill the commitment by the end of 2020, it just

CVS Removes Controversial Ingredients from Sunscreen2021-09-15T09:39:52-04:00

Waitrose Private Brand Leads A frosty debate

[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"]It’s a well-known fact that when a heatwave hits and the UK is basking in balmy temperatures, the nation looks to indulge in its frozen favorites. But as the debate continues over what is actually classed as an ‘ice lolly’, (popsicle) supermarket Waitrose has introduced

Waitrose Private Brand Leads A frosty debate2021-09-15T09:39:53-04:00

Office Depot – Product Manager

[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"]Brand: Office DepotReference Number: 29343Category: MerchandisingPosition Type: FULL_TIMELocation: 6600 N Military TrailBoca Raton, FL Located just minutes from the beach in sunny Boca Raton, FL, the Office Depot corporate campus measures 625,000 square feet and includes a state-of-the-art dining area and wellness center. The campus is home to a diverse

Office Depot – Product Manager2021-12-15T20:03:04-05:00

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

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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