Coles bids to triple private label sales

10 October, 2014 by

By James Atkinson

Coles Liquor has declared its intention to triple its private label sales over the next five years following a restructure that has resulted in the departures of several key buying figures.


It’s understood that somewhere between ten and 15 employees left Coles Liquor following the overhaul in September that saw the broader Coles business shed about 400 jobs from its Melbourne headquarters.

The Exclusive Liquor Brands (ELB) division established 12 months ago has been axed and its functions subsumed into the liquor division’s merchandising and marketing teams.

ELB general manager Grant Ramage and liquor buying head Tim Carroll were the highest profile departures.

The company has since advertised for a new head of sourcing and appears no less committed to its private label strategy.

“Coles Liquor are on a journey to expand the market share and have a senior leadership opportunity for a head of sourcing to drive the private label brand strategy and the exclusive liquor offering with key focus to double the private label sales for the business over a three year period,” the October 2 advertisement says. 

“Managing the private label portfolio across all brands, the head of sourcing will build our private label offerings across all the Coles Liquor brands to meet the right range requirements.”

A Coles spokesperson said the merchandising restructure will enable the team to have a greater focus on its brands, “whether they are private label or independently branded products”.