MY PRIVATE BRAND
My Private Brand was
Christopher A. Durham
President, My Private Brand
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards.
Christopher Durham is a world-renowned private label strategist, author, consultant and retailer who built billion-dollar brands for global supermarket retailer Delhaize, and led strategy and brand development for Lowe’s Home Improvement’s $18 billion private brand portfolio. He is the founder of the groundbreaking private brand blog My Private Brand and the co-founder of the influential international private brand package design competition The Vertex Awards. In 2017 he introduced Velocity: The My Private Brand Conference a thought leadership gathering of private brand executives from the most influential retailers in the world.
He has consulted with retailers around the world on their private brand portfolios including Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) REI and Hola (Taiwan).
Durham has published six definitive books on private brands, including his first book, Fifty2: The My Private Brand Project and his the newest book, Vanguard: Vintage Originals, a visual tour of innovation, disruption and design in private brand going back to the mid-1800’s.
Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago and Amsterdam.
Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.