Duane Reade Private Label

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"The New York marketplace breeds it own type of shoppers. And retailer Duane Reade knows exactly who they are, what they need, and how they like to shop. With more than 250 locations in New York and its surrounding boroughs, and a dominant market share, Duane Reade sought to further develop its position and product offering specifically for this shopper and wrapped in a New York iconic style.

CBX, a strategic branding company, was charged with developing the private label expression of Duane Reade’s new brand strategy. According to Todd Maute, Managing Partner, CBX, “Our mission was to broaden Duane Reade’s private brand product appeal, enhancing its position as the preferred store for New Yorkers and further bringing to life the brand’s new positioning ‘New York Living Made Easy.’


“We brought in a New York agency that is expert with private brand image and packaging design, and understands the quintessential New York shopper. CBX helped us communicate and connect with New Yorkers through a unique product voice,” says Joe Magnacca, Chief Merchandising Officer, Duane Reade, Inc.


To build upon Duane Reade’s new image, CBX collaborated with the retailer on multiple fronts to help strengthen their relationship with customers.  First CBX provided input into Duane Reade’s private brand architecture, and designed its private label brand imagery and packaging systems.  Then they helped revamp the loyalty card brand image and collateral material.  To further establish direct communication with Duane Reade’s customer, CBX designed an edgy New York publication called the Duane Reader to help market and support all of their branding and product development efforts.


The private label brand portfolio was completely revamped along with the product mix to draw consumers into the store as well as enhance their ‘uniquely New York’ and value messages. Multiple brands across 2,000 SKUs were developed."