PL Planning Takes Time, Effort, Family Dollar Exec Says

September 28, 2010
/ Print / Reprints /
/ Text Size+

Planning a new private label strategy takes time and serious effort and so shouldn’t be thought of a merely a short-term project, said Mary Rachide, DVP private brands, Family Dollar Stores, during her presentation Monday at the Private Brand Movement Conference in Chicago.


When she joined Family Dollar, the company’s goal was to put together its private label strategy and architecture in three months. The company quickly realized that branding is not a three month start to finish process but rather is much more of a journey that has to have a destination determined for the process to be successful. Rachide explains.


“So much of the first couple of months was spent figuring out where it was that we wanted to go with our private label. We didn’t even have a good definition of what a private brand was at Family Dollar. Is it something that we have the words Family Dollar on? Is it brands that we don’t actually own or control, but nobody else in the market sells? Does that count? What if there’s no brand on the product at all? Does that count as a private brand,” she recounted.


“We really had to think a lot about what it means to be a private brand. What’s the objective of it and, for us, clarifying the objective was all about being something that would have meaning and relevance and create value for our customer. And also being something that we could control so that we have flexibility from a long term sourcing perspective,” she said.



Did you enjoy this article? Click here to subscribe to Private Label Buyer.

You must login or register in order to post a comment.



Image Galleries

November 2014 New Food Products

This month's new food products are Flours, crepes, lollipops, several candy items, pancakes, dip, fish, raisins, pizza, almond milk, peanut butter, and a breakfast bowl.


Coming with a clear, comprehensive plan was the key to success for Longo Brothers Fruit Markets when the grocer decided to roll out a two-tier private label strategy, Jenny Longo and Robert Koss tell PLBuyer editor Chris Freeman in this podcast.

More Podcasts

Private Label Buyer Magazine

PLB November 2014 cover

November 2014

The November 2014 issue of Private Label Buyer - its last issue - includes articles about the retailer as manufacturer and OTC/healthcare items, as well as category insights on pizza and household goods. Check it out today!

Table Of Contents Subscribe

Private Label Segments

Which segment of private label will see the biggest growth over the next year?
View Results Poll Archive

Clear Seas Research

Clear Seas ResearchWith access to over one million professionals and more than 60 industry-specific publications,Clear Seas Research offers relevant insights from those who know your industry best. Let us customize a market research solution that exceeds your marketing goals.


facebook_40px twitter_40px  youtube_40pxlinkedin_40pxgoogle+ icon 40px

PLB Marketplace