Successful with private label!

Last week we had an exciting seminar in Malmö, focusing on “how to be successful with private label”. Together with Ulf Renée at Axfood, the story behind the successful private brand Garant was told. A story of how we could make 800 products in 13 categories and create a leading brand of its own within 2 years.


Today Garant is probably Sweden´s most successful private brand, creating fantastic brand liking and acknowledgement in social media. Sales are breaking records, with Axfood having the highest market share of private brands in Sweden.


The result of our work with Garant shows the importance of actively working with consumer insight and use it for product development. Trends and consumer insights are key starting-points, but the insights only gets relevant when they can be converted into commercial opportunities. To achieve that, we work with what we call BAS Commercial Lab, where we together with you analyse consumer changed behaviours in your industry and identify specific new business opportunities.


Curious to know more, please don´t hesitate to contact us.


Thanks to everyone who came and participated!