Private Label

Supermodel, designer, TV star and all-around celebrity Heidi Klum is teaming up with an unusual partner.    On the heels of its entry into the United States, German discount grocer Lidl announced its first ever fashion collaboration, with Heidi Klum. The collection, described as high-end yet affordable, will be available exclusively at Lidl and will launch across its stores in Europe and the United States later this year. Collections will be featured at certain times throughout the year, during "Lidl Fashion Weeks.”

On March 7, Edward Stack, CEO and chairman of Dick’s Sporting Goods, announced the company is dropping 20% of its brand offerings. This news is part of a larger redirection for the sporting goods retailer, one designed to optimize its inventory for increased sales.  

Amazon is once again expanding its commitment to private label.   The online giant’s Elements line, which was originally launched as a baby products line, quietly introduced a vitamins and supplements category on Feb. 21 — the first addition to the Elements brand in years, according to TechCrunch.  

Walmart’s house brands are getting a new audience — millennials.   Jet.com, which caters to the cost-conscious Gen Y segment, has started offering private label brands — Great Value, Equate and Sam’s Choice — from its parent company, Walmart, according to Bloomberg.   

Watch out Victoria’s Secret — Amazon is moving onto your turf.   The online retail giant plans to launch a line of inexpensive bras in the United States, reported The Wall Street Journal.   The bras will be priced around $10, according to the report, which is significantly lower than the bras sold by Victoria's Secret and other lingerie retailers.   

In its newest partnership, Target has joined up with BaubleBar, the online fast-fashion jewelry brand.   The two companies have come together for a new collection, called Sugarfix by BaubleBar, that will feature original designs and pieces inspired by the brand's most popular styles. The line will be available exclusively on Target.com and in some 900 Target stores beginning Jan. 31.  

Making an even bigger push into private-label foods, Amazon launched a new line of natural snacks.   Already a player in non-food private label categories, including household goods and other items under the Amazon Basics and Amazon Elements brands, Amazon’s newest line, Wickedly Prime, is making a push into grocery — specifically among “foodies.” The line currently features popcorn, blue corn and sweet potato tortilla chips, and soft shell almonds.  

Department store retailer Belk is giving its Crown & Ivy private-label brand its very own freestanding location.    The brand, which Belk launched in in 2014, will open a store at Crabtree Valley Mall, Raleigh, North Carolina, according to a report by the Charlotte Observer.    Crown & Ivy offers preppy-styled apparel for women. 

Whole Foods Market, Inc. is teaming up with a well-known analytics provider to obtain a deeper understanding of its assortment and customer base.   The specialty grocery chain has selected Nielsen as its primary U.S. analytics provider for POS data, consumer insights and industry metrics. Nielsen is working with the company to collaboratively create a customized natural and organic product hierarchy that will provide a comprehensive view of Whole Foods Market's product categories, including ingredient-level attributes.

Photo: Jeff Rubin, Founder, CEO, It’Sugar (Credit: Patrick Gray, Kabik Photo Group)   Jeff Rubin, founder and CEO of It’Sugar, has always had a sweet tooth — and a passion for retail. His father owned a chain of toy stores in the Midwest. After leaving the toy business, he went on to open a chain of bulk candy stores.