RETAILER PROFILE
Three key players on Wakefern’s private label team are (from left) Wil Magistrelli, director of innovation for own brands; Chris Skyers, vice president of private label and own brands; and Laura Kind, director of marketing and packaging for own brands.
ShopRite SHAKES IT UP WITH TWO NEW PRIVATE BRANDS — BOWL & BASKET AND PAPERBIRD — GROCER IS GIVING CONSUMERS WHAT THEY ASKED FOR AND DIFFERENTIATING ITSELF IN THE PROCESS
C
hris Skyers calls ShopRite’s revamped store brands portfolio “a transformational moment” for the Keasbey, N.J.based grocer. For nearly a year, Skyers, the vice president of private label and own brands for Wakefern Corp., the retailer-owned cooperative that operates ShopRite’s nearly 300 stores, has led a team of store
brand professionals in developing two new store brands for the revamped portfolio: Bowl & Basket, a food line; and Paperbird, a household products line. Recognizing its private brands needed a makeover to keep up with its competition and to keep up with the latest consumer demands, ShopRite introduced its sweeping new store brands program in early November. By the end of the year, about 300
www.storebrands.com / December 2019 / Store Brands
SB_RetailerProfile_1219.LA_DO.indd 17
17
12/6/19 4:48 PM