Private Label Buyer

Supervalu, Safeway To Part Ways with Daymon

March 30, 2010

Effective May 15, Minneapolis-based Supervalu will end its relationship with Daymon Worldwide, a Stamford, Conn.-based brokerage company specializing in the sales and marketing of private label consumer products and consumer marketing events. A spokesperson for Daymon confirmed that the retailer is taking its private label development in-house.

The news comes one week after Pleasanton, Calif.-based Safeway Inc. announced plans to sever its relationship with Daymon, effective May 28. Like Supervalu, Safeway also plans to take its private label development in-house, Daymon said.

“Over the past six years at Supervalu and five years at Safeway, we have helped them launch their new portfolio of brands and grow their [private brand] penetration steadily over time,” said Alex Miller, president and CEO of Daymon. “We are proud of the work we did at both of these companies and value our long-standing partnerships. We hope to continue to work with them in a new capacity.”

According to Daymon, the two retailers’ decisions are in no way related.