Folio 28 LLC and its founding partner Christopher Durham are the blood sweat and brains behind the two groundbreaking Private Brand blogs: My Private Brand and Prêt a Marque.



Founded in 2008 by Christopher Durham, My Private Brand has become the trusted daily resource for Private Brand professionals from more than 100 different retailers, 16 retail channels and 23 countries.

My Private Brand is dedicated to building retailer owned labels as BRANDS. It’s audience includes influential retail, packaging, brokerage, manufacturing, advertising, marketing, design and executive decision-makers who are creating and growing the next generation of great brands – Private Brands.




Prêt a Marque: In early 2011 we decided to spin off the fashion and beauty channels from My Private Brands and create the new branded site Prêt a Marque. The site is a fusion of the worlds of fashion & beauty and retailer owned Private Brand. The name is literally a conjunction of the classic French phrase: prêt-à-porter which translates as “ready-to-wear” and “Private Brand”.

Prêt a Marque is the leading resource for fashion and beauty exclusive, licensed and Private brands. The site focuses on analysis, best practices, news, information and jobs. With readership from retailers, manufacturers, designers, agencies and thought leaders from around the world, Prêt a Marque is designed to foster innovation, encourage debate and write the next chapter of retailer owned or controlled BRANDS.