Theory House Vice President of Retail Brands to Present at How Design Live Conference

Christopher Durham to Appear May 15th in Boston to Discuss His Book “Fifty2: The My Private Brand Project” Which Highlights Top Retailer-Owned Brands

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Christopher Durham, VP of Retail Brands at Theory House

Christopher Durham, VP of Retail Brands at Theory House

Charlotte, NC (PRWEB) April 30, 2014

Retail marketing and shopper experience agency Theory House announced today that Christopher Durham, vice president of retail brands at the agency, has been invited to present at the upcoming How Design Live Conference in Boston on May 15, 2014. Durham will discuss his recently released book “Fifty2: The My Private Brand Project”.

The How Design Live Conference, held May 12 – 16, is the biggest annual gathering of creative professionals, anywhere. In addition to Durham, this year’s presenters include innovative thinkers like Malcolm Gladwell, Seth Godin, Stefan Sagmeister, and Maria Popova.

Durham’s book 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. “These are the retailers who are doing it right,” said Durham. “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.” Other retailers whose brands are featured in the book include Target, Staples, Kroger and Lowe’s Home Improvement. “Fifty2: The My Private Brand Project” is available for purchase at,, and

About Theory House
Theory House, headquartered in Charlotte, N.C., is the retail marketing and shopper experience agency. They help retailers win using a complete suite of services including research and insight, strategy, branding, design, shopper marketing and portfolio management. Theory House creates differentiated retail brands and engaging shopper experiences that result in meaningful and profitable consumer relationships. More information about Theory House and its approach to retail marketing can be found at


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