By / Christopher A. Durham: President & Chief Strategist, My Private Brand

In the last column, I introduced the concept of the “forgotten channels” and the Private Brand retailers in those channels who are supporting the next generation of Private Brand with product development, expanded quality controls and innovation initiatives not to mention award-winning brand development and package design. They move beyond CPG/FMCG private label and deliver real brands their customers. They are behaving like confident brand owners and investing in focused communications and advertising that tells their brand stories.

This column will expand that concept to include not simply a channel but a customer – Mom’s & Kids and what the Private Brands retailers are using to build relationships with them.

Infant and toddler focused Private Brand packaged goods products (Diapers, infant formula shampoos, medications, etc.) continue to grow and have begun to pus h the traditional guardrails defined by strong national brands in the category. German cooperative retailer Edeka is currently testing 30 flavors of premium organic Private Brand baby food called SunSan.

However when we step out of the supermarket the Private Brands become far more interesting examples include:

IKEA: Iconic Swedish retailer includes more than 500 Ikea branded child and parent focused products which include everything a busy mom needs to bring the modern Scandinavian lifestyle and aesthetic to life in her own home. Products include: changing tables, cribs, bibs, furniture, rugs, lighting, towels and linens, toys, first aid, and storag.

MOTHERCARE: British baby and mom retailer Mothercare has released an innovative new Private Brand of baby feeding products and accessories. The new brand Innosense was created by the design agency Pearlfisher who created the brand strategy, name, tone of voice, brand identity and packaging. The new Innosense range features 31 products, including breast pumps and a new steam sterilizer.

Just in case you think there is nothing innovative about baby bottles Pentagram partner Daniel Weil developed a new design for the Innosense bottle. The new bottles feature an ‘off-center’ nipple, which means more milk and less air flows into the teat when it is held at a lower angle.

TOYS R US: Just before Christmas International toy retailer Toys”R”Us introduced it’s the first Private Brand wi-fi tablet. Called Tabeo, the device is loaded with the content kids want, as well as safety features desired by parents. This 7-inch, multi-touch tablet features 50 free, preinstalled apps that were carefully selected to entertain and educate children, while helping them explore the Internet. With mom’s concern in mind, Tabeo was designed with integrated parental controls that offer the flexibility to customize levels of Internet access for each member of the family.

UNIQLO: The Japanese retailer continues to innovate in Private Brands and in late 2012 announced the launch of the UNIQLO Kids and Babies Collection. The retailer brings the distinctive Japanese modern aesthetic to key products that have been adjusted to fit a kid’s lifestyle. Outerwear comes with name labels sewn into the interior of the garment along with hook loops so children can easily identify and hang their jackets in the classroom. Heattech products range has an applied dry function to minimize sweating during recess. Many pants have adjustable waistbands to maximize comfort along with pockets that are specially sewn to prevent tears.

Innovative retailers who successfully use their Private Brands to build relationships with both Mom and her children will generate repeat business today and create the loyal shoppers of tomorrow.