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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Target’s Inclusive Costumes are Back with *Double* the Halloween Fun

[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"]Last year, Target introduced Hyde & EEK! Boutique private brand costumes designed with all kids in mind. The affordable adaptive and sensory-friendly creations brought spooky vibes, sparkles, smiles—and moments of joy—to kids (and plenty of parents) all around the country. Now, they are making Halloween even more inclusive by doubling our costume

Target’s Inclusive Costumes are Back with *Double* the Halloween Fun2021-09-15T09:39:56-04:00

Kroger Receives FDA Approval for COVID-19 Test Home Collection Kit

[et_pb_section fb_built="1" _builder_version="4.4.8"][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"]Late last week Kroger Health, the healthcare division of The Kroger Co. announced the U.S. Food and Drug Administration (FDA) has granted Emergency Use Authorization for the COVID-19 Test Home Collection Kit. The testing solution combines the safety and convenience of at-home sample collection with the expert guidance of

Kroger Receives FDA Approval for COVID-19 Test Home Collection Kit2021-09-15T09:39:56-04:00

Carrefour’s Tatiana Ryfer to present at Velocity Global

[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 excited to announce the next presentation for the 2020 edition of Velocity Global: the My Private Brand VIRTUAL conference taking place August 4-5, 2020, and on-demand to all registrants 24 hours a day, 7 days a week for the next 365 days. Tatiana Ryfer, Head of the

Carrefour’s Tatiana Ryfer to present at Velocity Global2021-09-15T09:39:56-04:00

Aldi China Launches Premium Rice 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_image _builder_version="4.4.9" title_text="Marking-Award-6" src="https://myprivatebrand.com/wp-content/uploads/Marking-Award-6.jpg" hover_enabled="0"][/et_pb_image][et_pb_text _builder_version="4.4.9" hover_enabled="0"]Gu Yue Ren Jia and Ao Zhi Cui are new brand creations for discount grocer Aldi China’s private brands, designed to cater for the increasingly demanding and younger consumers in China. With the trading up trend in China, consumers are paying more for higher

Aldi China Launches Premium Rice Brands2021-09-15T09:39:56-04:00

Private Brand Takes Center Stage in Sobey’s New Project Horizon

[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"]Empire Company Limited today outlined its new three-year strategy to deliver an incremental $500 million in annualized EBITDA by the end of fiscal 2023. Building from the overwhelming success of Project Sunrise, Empire’s previous three-year strategy, the Company is well-positioned to accelerate a new ambitious growth plan. Empire is

Private Brand Takes Center Stage in Sobey’s New Project Horizon2021-09-15T09:39:56-04:00

COVID-19 Impact Speakers Announced for the Velocity Conference

[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

COVID-19 Impact Speakers Announced for the Velocity Conference2021-09-15T09:39:57-04:00

Chewy – Brand Manager, Private Label

[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"]Dania Beach, FL Our Opportunity:Chewy is looking for a Brand Manager to join our Private Label Marketing Team based in Dania Beach, Florida. The ideal candidate will have a strong marketing background that leverages data and consumer insights to drive strategy, communication, and creative approach across all marketing channels.

Chewy – Brand Manager, Private Label2021-12-15T20:03:05-05:00

VELOCITY NEW PRESENTATION ALERT: How Aldi & Lidl are defining Private Brand in Europe.

[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"]Today I am excited to announce a new session for the 2020 edition of Velocity Global: the My Private Brand VIRTUAL conference taking place in 13 days, August 4-5, 2020, and on-demand to all registrants 24 hours a day, 7 days a week for the next 365 days. Loe Limpens, Managing

VELOCITY NEW PRESENTATION ALERT: How Aldi & Lidl are defining Private Brand in Europe.2021-09-15T09:39:57-04:00

Trader Joe’s Committed to Changing Racist Branding

[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"]Trader Joe's is eliminating the brand extensions of its iconic Private Brand that use names such as Trader José's, Arabian Joe's, and Trader Ming's that critics say are racist and "perpetuates harmful stereotypes." "We made the decision several years ago to use only the Trader Joe's name on

Trader Joe’s Committed to Changing Racist Branding2021-09-15T09:39:57-04:00

Metro Debuts Seasonal Magazine to Promote Private Brand

[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"]Canadian grocer and Vertex Award winner Metro has introduced a new seasonal promotional magazine to support its private brand product launches and engage its shoppers. The 15-page publication includes a sneak peek at over 50 new private brand products launching this season as well as the 20 new

Metro Debuts Seasonal Magazine to Promote Private Brand2021-09-15T09:39:57-04:00

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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