Christopher Durham
My Private Brand

Christopher Durham<br>My Private Brand
  • President
  • Company: My Private Brand

Christopher Durham is a retailer, thought leader author, consultant, and strategist with close to 20 years of experience creating, launching and building billion-dollar Private Brands. His influential website, My Private Brand, seeks to drive the changing Private Brand landscape, focusing on the emerging art and science of Private Brand management.

He is a trusted consultant for many of the world’s leading retailers, including Petco, Family Dollar, Staples, Office Depot, Best Buy, Lowe’s Home Improvement, and Grainger.

While working at Lowe’s Home Improvement, he developed and implemented the strategy for their multi-billion dollar portfolio of Private Brands, as well as creating and managing many of those brands. Before Lowe’s, he served as brand manager at Delhaize America, where he developed and delivered retail brand marketing as well as Private Brand strategy and development for Food Lion.

In 2017  Durham released the follow-up to his much-acclaimed first book “Fifty2: The My Private Brand Project.” His new book “Vanguard: Vintage Originals” presents a rich photographic look at Private Brand in America dating back to the mid-1800s and its implications for today’s retailers.

He has been featured in columns and interviews in the Washington Post, Brand Packaging magazine, The Dieline, Global Retail Brands, Food Processing magazine, Retail Leader, and PLMALive.

Durham lives in Charlotte, NC with his wife Laraine and two daughters, Olivia and Sarah.