Private Label Buyer Blog

Durham's New Book Showcases Best Private Brands

March 10, 2014

Christopher Durham’s new book spotlighting the best private brands available in America is finally here.

Durham, vice president of retail brands, Theory House, and founder of My Private Brand, has released “Fifty2: The My Private Brand Project.”

This first book from the retail industry veteran is a must-have reference for anyone in the private label business. 

The premise of “Fifty2: The My Private Brand Project” is to combat the erroneous perception that private brands in the United States are just a “value play” wrapped in bad design. Durham sets out to debunk that perception with this book, which is based on his yearlong blog project of the same name on My Private Brand.

In the book, Durham takes a focused look at notable private brands that have cracked the code and become true national brands, including Amazon Kindle, Barnes & Noble Classics, Publix, Sephora, Trader Joe’s and Williams-Sonoma, as well as giants Target, Staples, Kroger and Lowe’s Home Improvement.

“These are the retailers who are doing it right,” said Durham in a press release. “They have evolved their private labels into consumer-focused brands and are devoting the resources necessary to build them with everything from advertising to packaging design. I think the biggest surprise while conducting research for my book was that even Walmart has some standout brands.”

True to its title, the book includes profiles along with an examination of strategies from 52 featured brands. Readers will also get a clear visual of these brands, as the book’s photography is striking, with more than 200 original photographs from the award-winning photographer Teri Campbell. Durham commissioned Campbell to visually portray the select brands in compelling ways and rethink traditional packaging photography.

After reviewing the book I'm pleased to say the brands featured are truly the best of the best. The information is both thoughtful and well presented. Combined with a profusion of stunning photos, this book is something every private label industry professional will want to have. Not only does it provide a great reference, but having a showcase of the best private brands available will make you feel proud of your own work in the industry and inspire you to achieve more beyond what is expected of you. Additionally, even the most knowledgeable industry professional will find a few brands inside the book that might not be on your radar. 

“One of the things I love about this project is that when I found the best brands, not all were from big retailers with big budgets,” said Durham. “Some brands, like Bi-Rite, are local surprises that truly deserve the recognition.”

“Fifty2: The My Private Brand Project” is available for purchase at,, and

Durham is available for interviews and appearances. For review copies, booking presentations, media appearances, interviews and/or book signings, contact



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