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SRG’s deep knowledge of private label brand creation for retail and CPG companies spans generations and over 100 years. Our consultants have expertise in both launching private label brands and improving current store brand offerings.



SRG’s Managing Director, Burt P. Flickinger III is the great-grandson of S.M. Flickinger, a leader in retail and private label brand creation. S.M. Flickinger founded S.M. Flickinger Inc. and Federated Foods, the nation's first vertically and horizontally integrated farming to manufacturing to wholesale to retail businesses. These corporations had fully integrated farm-to-factory-to-store-to-table distribution. Also, they were the first international voluntary retail association with store equity partnerships for voluntary retail chains, co-op retail chains, and independent R&D chain retailers.


In 1926, S.M. Flickinger and Burt Flickinger Sr. then founded Red & White, the first national brand equivalent for groceries and household products. Red & White stores grew to thousands of locations in the U.S., Canada, and worldwide. S.M Flickinger and Burt Flickinger Sr. also helped J. Frank Grimes co-found IGA in 1926. Furthermore, members of the Flickinger family co-founded Rexall Drug stores, where Joe Columbe later created Pronto and Trader Joe's stores.


Our Process

Our consultants take an individualized approach to suit your organization’s private label goals. We adapt our proven framework to grow private label brands to the highest levels. SRG works with clients looking to develop a private label, as well as ones that have an existing store brand.


SRG begins analyzing private label brands with a review of the marketing, positioning, and procurement strategy of brands within the category of interest. We assess the position of a client’s private label brands relative to its overall product mix and customer needs.


SRG identifies market opportunities to expand upon to increase private label penetration. Alongside working to increase revenue, we focus on cost-effectiveness. By analyzing the current manufacturing sources and supplier partnerships, we seek to decrease costs for maximum profits. If needed, vendor renegotiation and synergies are considered.


Our retail and CPG experts also bolster the marketing of private label brands, by creating strategies for omnichannel marketing, communications, and brand perception.


SRG’s successful framework for private label brands has been developed through years of research and industry experience in retail and CPG.


Our Private Label services include:

Brand Creation

  • Development of brand strategy

  • Super-Premium, Premium, Traditional, Value-Control, Generic quality tiers

  • Product mix plan including food, grocery, beverage, personal care, household goods

Marketing and Communications Strategy

  • Advertising and omnichannel marketing

  • Brand perception and positioning

  • Packaging, naming, logo, design, graphics

  • Competitive pricing strategy

  • Merchandising plans

Promotional Strategy

  • Product rollout

  • Promotion schedule

  • Displays, endcaps, shelf placement

  • Specials and coupons

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