Theory House Announces Brand Portfolio Optimization Service In Response to Accelerated Retail Merger and Acquisition Activity

Retail marketing agency to guide retailers and manufacturers through review and optimization of merged brand portfolios

CHARLOTTE, N.C.--()--Theory House announces a specialized offering to guide retailers and manufacturers through the evaluation and optimization of brand portfolio resulting from a merger or acquisition.

According to a PwC’s U.S. Retail and Consumer Deals Insights 2014 report, the volume of retail acquisitions was up 52%, with the value of these transactions up 104%. Merger and acquisitions in the past several years have included Albertsons and Safeway, Kroger and Harris Teeter, and Office Depot and OfficeMax. With the recent acquisition of Family Dollar by Dollar Tree and the announcement of Staples purchasing Office Depot OfficeMax, 2015 will be another year of shifting retail landscapes.

“A significant risk of the accelerated pace of M&A activity is retailers and manufacturers may end up with bloated portfolios that slow the path to profitability, ” says Jim Cusson, president of Theory House. “We apply our retail expertise and a strategic discipline along with an impartial third party perspective to guide the restructure of the portfolio. Ultimately, we use the shopper’s perspective as our primary filter.”

The brand portfolio optimization process helps ensure the overall brand portfolio of the resulting company is strategic, cohesive and supportive of long-term value creation. Theory House has expertise with managing brand portfolios in the grocery, dollar, home improvement and office supply channels.

Specifics of Theory House’s brand portfolio optimization process include:

  • Assessing the relative strengths and weaknesses of brands against key business and shopper objectives
  • Identifying white space and new brand opportunities
  • Reposition and redesign of individual brands
  • Creation of new brands to address shopper needs
  • Establishing business goals for the new, revamped portfolio
  • Increasing sales by developing short-term plans while creating a long-term strategic roadmaps focused on brand building

More information about Theory House’s brand portfolio optimization process can be found at http://www.theoryhouse.com/brand-portfolio-management/

About Theory House

Theory House, the agency built for retail, is a privately owned retail marketing agency based in Charlotte, NC. The agency works with retail marketers to forge bold new paths through the evolving retail landscape with expert retail strategy, branding and activation.

Contacts

Theory House
Jim Cusson, 704-665-0714
President
jim@theoryhouse.com

Release Summary

Theory House, the agency built for retail, announces specialized offering to guide retailers and manufacturers through the evaluation and optimization of merged brand portfolios.

Contacts

Theory House
Jim Cusson, 704-665-0714
President
jim@theoryhouse.com