New Book Showcases the Best Private Brands in America
The book takes a focused look at private brands that have become true national brands.
Retail-owned brands have come a long way from the black and white generic labels of the 1970’s. The transition included a lengthy period of knockoffs, where retailers introduced “me-too” private labels that closely mimicked the look of the national brands. Now, in his first book, Christopher Durham, vice president of retail brands at Theory House, takes a focused look at private brands that have cracked the code and become true national brands.
“These are the retailers who are doing it right,” says Durham. “They’ve evolved their private labels into consumer-focused brands and are devoting the resources necessary to build them with everything from advertising to packaging design. I think the biggest surprise was that even Walmart has some standout brands.” Other retailers whose brands are featured in the book include Target, Staples, Williams Sonoma, Amazon, Kroger and Lowe’s Home Improvement.