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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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

Private Brand To Go

[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_image src="https://myprivatebrand.com/wp-content/uploads/To-Go-3.jpg" title_text="To Go (3)" _builder_version="4.4.9"][/et_pb_image][et_pb_text _builder_version="4.4.9"]In June 2019. The Rukavychka (Glove) supermarket chain opened a flagship store in Lviv, where it wanted to separate the takeout food area. And a few weeks before the opening agency Mirrolab, created a new private brand with a logo that became the mark

Private Brand To Go2021-09-15T09:39:54-04:00

NEW SPEAKER ALERT: PLMA President Peggy Davies to present at Velocity

[et_pb_section fb_built="1" _builder_version="4.4.6"][et_pb_row _builder_version="4.4.6"][et_pb_column type="4_4" _builder_version="4.4.6"][et_pb_text _builder_version="4.4.7"]Today I am thrilled to announce a last-minute addition to the Velocity Global: the My Private Brand VIRTUAL conference agenda Peggy Davies the President of the Private Label Manufacturers Association (PLMA) will present “Inside the PLMA,” a look at the influential organization, its vision, history and programs today. Peggy joins a

NEW SPEAKER ALERT: PLMA President Peggy Davies to present at Velocity2021-09-15T09:39:54-04:00

Private Brands VS The Pandemic

[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"]This guest post comes from Danish Rahi Head of Private Brands Execution and Design, Family Dollar. The post was originally published on Linkedin. In many ways the world after 09/11/2001 changed forever, but it changed not just in days or weeks but also over months and years after that. The

Private Brands VS The Pandemic2021-09-15T09:39:54-04:00

Fairy Tale Private Brand From the Ukraine

[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"]Rukavychka is a supermarket chain in western Ukraine that includes more than 150 stores. This new private brand for kids called “Sirko” is named after a fairy tale character from “The Glove” (Rukavychka in Ukrainian). The team at agency mirrolab understood that parents evaluate and choose a product for

Fairy Tale Private Brand From the Ukraine2021-09-15T09:39:54-04:00

Velocity Conference Announces COVID-19 Impact Stage Speakers

[et_pb_section fb_built="1" _builder_version="4.4.9" custom_padding="0px||2px|||"][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"]As a follow up to the successful My Private Brand Webinar COVID-19 Leading with Private Brand we have added an on-demand track to the Velocity Global VIRTUAL conference agenda. The event which will be held August 4-5 will include a COVID-19 IMPACT VIRTUAL STAGE which features insights and

Velocity Conference Announces COVID-19 Impact Stage Speakers2021-09-15T09:39:55-04:00

3 New Velocity Roundtables Added: Walmart, Navy Exchange & FMI/SQF

[et_pb_section fb_built="1" _builder_version="4.4.9"][et_pb_row column_structure="3_5,2_5" _builder_version="4.4.9"][et_pb_column type="3_5" _builder_version="4.4.9"][et_pb_text _builder_version="4.4.9" text_line_height="1.9em"]Today I am excited to announce the addition of 16 Velocity Roundtables to the agenda. Velocity Roundtables provide a more personal and interactive setting for networking and exploring critical issues in Private Brand. Each 20 person live video discussion will encourage conversation and debate on a subject

3 New Velocity Roundtables Added: Walmart, Navy Exchange & FMI/SQF2021-09-15T09:39:55-04:00

Velocity Conference Begins Tuesday, August 4!

[et_pb_section fb_built="1" _builder_version="4.4.8" custom_padding="0px|||||"][et_pb_row column_structure="2_3,1_3" _builder_version="4.4.8"][et_pb_column type="2_3" _builder_version="4.4.8"][et_pb_text _builder_version="4.4.8" text_line_height="1.9em"] Meet 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 from around

Velocity Conference Begins Tuesday, August 4!2021-09-15T09:39:55-04:00

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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