Christopher Durham named VP retail brands at Theory House

Durham has been the mind behind much of the branding success at Lowe's.

Christopher Durham has been named VP retail brands at Theory House, a Charlotte, N.C.-based marketing agency that has worked with major home improvement brands, such as Lowe's, WW Grainger, Husqvarna and Gunk.

“Theory House is poised to take our next step in becoming the preeminent retail branding firm, and Christopher’s expertise and passion for building private brands aligns perfectly with our vision,” said Jim Cusson, president, Theory House. “His retail and store brand knowledge is well-respected throughout the industry, and the strategic skills he brings to the table round out our agency’s offerings, deepening our ability to help our client’s brands thrive.”

Durham has more than 20 years of experience under his belt in brand management, during which he created the My Private Brand website, which helps retailers turn private labels into consumer brands. His portfolio includes work for Office Depot, Best Buy, Food Lion, Hannaford and Lowe's. For the latter, he developed and implemented brand strategies for a number of its private brands, including Blue Hawk, Style Selections, Project Source, Harbor Breeze and allen+roth.

“Theory House delivers tremendous strategic thinking and effective design to its clients," said Durham. "I’m looking forward to bolstering the team’s ability to help retailers develop and grow what I believe is one of their most underutilized assets -- their private brand portfolio. Together we will provide world-class strategy, branding, design and execution by creating compelling, differentiated and profitable retail brands.”

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