Christopher Durham

Christopher Durham is the president of the global groundbreaking private brand industry association Velocity Institute and the co-founder of The Vertex Awards. He is a Retail-owned Brand (private labels, private brands, store brands, own brands) expert and thought leader who built his career at Delhaize-owned Food Lion and Lowe’s Home Improvement. He has consulted with retailers worldwide, including Family Dollar, Petco, Staples, Office Depot, Best Buy, and Metro (Canada).

In 2022 and 2023, Durham was named a Rethink Retail Top 100 Retail Influencer.

Durham has published seven definitive books on private brands, including Fifty2: The My Private Brand Project and Vanguard: Vintage Originals, a visual tour of the history of innovation and disruption in private brands.