In the most recent edition of ESM, we spoke to retailers across Europe about their private label strategies, including chatting to Teemu Nieminen at Finnish retailer Kesko, about the importance of playing to your strengths when it comes to store brand development. This article first appeared in ESM Issue 3 2020.
Pirkka, the private label of retailer Kesko, is one of Finland’s best-loved brands, and the group is eager to put this front and centre in its marketing approach.
The retailer recently expanded its Pirkka Luomu organic range, as well as taking measures to ensure that its private-label offering reflects its corporate social responsibility commitments.
