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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Waitrose Commits to Crooked Carrots and Asymmetrical Asparagus

[et_pb_section fb_built="1" _builder_version="4.4.8"][et_pb_row _builder_version="4.4.8" hover_enabled="0"][et_pb_column type="4_4" _builder_version="4.4.8"][et_pb_text admin_label="Text" _builder_version="4.4.8"][/et_pb_text][et_pb_text _builder_version="4.4.8" hover_enabled="0" custom_padding="||0px|||"]In a bid to make sure locally grown produce doesn’t go to waste, Waitrose is helping out British farmers by taking all shapes and sizes of vegetables over the summer.  The retailer has relaxed its size and shape guidelines for its carrots, parsnips and asparagus to make sure as much of

Waitrose Commits to Crooked Carrots and Asymmetrical Asparagus2021-09-15T09:40:20-04:00

Woolworths moves manufacturing of Private Brand Diapers to Australia

[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_image src="https://velocityinstitute.org/wp-content/uploads/2020/11/woolworth-littleones-diapers.jpg" title_text="woolworth littleones diapers" _builder_version="4.4.8"][/et_pb_image][et_pb_text _builder_version="4.4.8"]Australian grocer Woolworths’ popular private brand nappies(diapers), Little One’s, will now be Australian made, with new features added to make changing nappies easier for parents and caretakers. Little One’s Newborn, Infant, and Junior sizes are now manufactured in Australia, with locally made crawler, walker,

Woolworths moves manufacturing of Private Brand Diapers to Australia2021-09-15T09:40:20-04:00

Amazon, Sr. Product Manager – Private Label

[et_pb_section fb_built="1" _builder_version="4.4.8"][et_pb_row _builder_version="4.4.8"][et_pb_column _builder_version="4.4.8" type="4_4"][et_pb_text _builder_version="4.4.8" hover_enabled="0"] DESCRIPTION Do you have a passion for products? Do you want to work on a fast-paced new project and build a business from the ground up? Do you have proven analytical capabilities, exceptional communication, project management skills, and the ability to multi-task and thrive in a fast-paced

Amazon, Sr. Product Manager – Private Label2021-12-15T20:03:12-05:00

Networking Made Simple: 7 Ways To Connect at Velocity

[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"]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 the world presenting you have an unparalleled

Networking Made Simple: 7 Ways To Connect at Velocity2021-09-15T09:40:20-04:00

Sip into summer: Asda Launches Three New Private Brand Gins

[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"]Ready to taste a trip down memory lane? British retailer Asda has announced the launch of three brand new private brand Extra Special gins, inspired by traditional sweet shop flavors; Extra Special Strawberry Laces Gin, Extra Special Cola Cube Gin and Extra Special Rhubarb and Custard Gin. Revel in nostalgia with these

Sip into summer: Asda Launches Three New Private Brand Gins2021-09-15T09:40:20-04:00

COVID-19 Will Separate The Optimists From The Pessimists

[et_pb_section fb_built="1" admin_label="section" _builder_version="3.22"][et_pb_row admin_label="row" _builder_version="3.25" background_size="initial" background_position="top_left" background_repeat="repeat"][et_pb_column type="4_4" _builder_version="3.25" custom_padding="|||" custom_padding__hover="|||"][et_pb_text _builder_version="4.4.8"]This guest post comes from James Butcher is CEO of Solutions for Retail Brands (S4RB). I think we can all agree that very few people are unaffected by COVID-19, and the impact will last for months or years to come. But one thing is

COVID-19 Will Separate The Optimists From The Pessimists2021-09-15T09:40:21-04:00

Kroger’s Simple Truth Innovates On Instagram

[et_pb_section fb_built="1" _builder_version="4.4.8"][et_pb_row _builder_version="4.4.8"][et_pb_column _builder_version="4.4.8" type="4_4"][et_pb_text _builder_version="4.4.8" hover_enabled="0"]https://www.instagram.com/p/CBnhtZrAP5t/Cincinnati based grocer Kroger continues to innovate with its $2b+ private brand Simple Truth this time with marketing aimed directly at the social media savvy. Kroger innovation chef's Alyssa and Mike are pumping out energetic 3-4 minute recipe/cooking Instagram videos that seem to be catching the attention of

Kroger’s Simple Truth Innovates On Instagram2021-09-15T09:40:21-04:00

Just The Lobsters – Trader Joe’s

[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"]It was only a matter of time before candy evolution would take its course and we would see which private brand Trader Joe’s Scandinavian Swimmer would rise to the top of the gummy-food chain… Turns out, it’s the Lobsters who have clawed their way to the top of our TJ's customer

Just The Lobsters – Trader Joe’s2021-09-15T09:40:21-04:00

Sweet Private Brand Fun From ASDA

[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"]Inspired by the ‘Gin Explosion’ int he United Kingdom and the ever-growing trend of mocktails. Asda wanted to create a private brand candy design that was fun feeling, bright, and trend-inspired that could resonate with a variety of audiences. Our result was a design created by OurCreative that combines

Sweet Private Brand Fun From ASDA2021-09-15T09:40:21-04:00

7 Trends Impacting the Retail Amid a Global Pandemic and Beyond

[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" min_height="2768px" hover_enabled="0"] As of April 2020, eCommerce year-over-year growth was up 68%, surpassing 40% of total retail sales. Convenience continues to reign supreme as more than half of consumers reported their willingness to spend more to get what they need. In 2019, 40% of consumers were willing to pay the same or more for private labels;

7 Trends Impacting the Retail Amid a Global Pandemic and Beyond2021-09-15T09:40:21-04:00

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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