Private label is no longer seen as the poor relation to its branded counterparts and, in fact, it is largely design and packaging that has redressed the balance and the perception of the own-brand offer.
Short-term partnerships are popular branding exercises to create excitement and exposure. But ultimately so is building long-term value and finding the right brand fit to maximise this is not always easy.
Little Bird is the fresh new brand for babies and children up to 5 years old from Jools Oliver in partnership with Mothercare.
