SpartanNash and Daymon Worldwide will collaborate to create and merchandise a variety of private brand products across multiple categories. The products will be sold through SpartanNash’s 172 retail stores and more than 1,900 independent retailers under such brand names as Our Family, Spartan, Spartan Fresh Selections, Nash Brothers Trading Co., TopCare and other brands in 44 states.
The collaboration extends a relationship that began in 2004 when the former Spartan Stores company selected Daymon Worldwide as its private brand business partner. Following the 2013 merger with the Nash Finch Co., the new SpartanNash reopened the competition for this prestigious business, and Daymon once again emerged as the preferred provider to the now-combined enterprise.
Under the new agreement, experts from Daymon Worldwide will collaborate with SpartanNash leaders to help drive stronger store brand performance for SpartanNash’s independent retailers, corporate stores and military segments. Daymon Worldwide will deploy its expertise in consumables retailing—including sourcing, design, logistics, consumer trends, category insights and retail merchandising—to foster greater penetration for SpartanNash’s private brands. The planned end result will be more variety and choice for SpartanNash customers, and better business performance for the enterprise.
“We are honored by the trust and partnership of our friends at SpartanNash, and energized by their vote of confidence in our team,” said Rhonda Levene, Daymon Worldwide CFO and chief customer officer of North America private brand. “Our mission is to deliver unique solutions so that retailers can achieve differentiation, drive profitable sales growth and win customer loyalty. We extend our thanks to the entire SpartanNash organization for this opportunity.”
Added John Paul, VP of private brands for SpartanNash, “Daymon Worldwide has been instrumental in the development and growth of the Spartan private brand business and we are excited about what their knowledge, skills and people will bring to the growth of SpartanNash’s broader portfolio of brands. The new Daymon partnership in conjunction with SpartanNash’s Topco membership positions our company as a global purchaser of private label products.”
