Velocity is a global professional 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 to become RETAIL BRANDCENTRIC & CONSUMER FOCUSED. ALL retailers, manufacturers and solution partners dedicated to helping to build Retail Brands are invited to join the Institute.

Christopher A. Durham

Christopher A. Durham


Christopher Durham is the president of the Velocity Institute and the co-founder of The Vertex Awards.

Christopher Durham is an esteemed Retail Brand 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 the Velocity Conference a thought leadership gathering of private brand leaders, influencers, and challengers.

He has consulted with retailers around the world on their private brand portfolios including Albertsons, 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 newest book, Vanguard: Vintage Originals, a visual tour of innovation, disruption, and design in private brand going back to the mid-1800s.

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’s annual trade show in Chicago and Amsterdam.

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