Durabrand


Durabrand was a private label tradename of Walmart, which was introduced in early 1999. It was previously available in the UK through ASDA as a replacement for the Pacific brand name.

Introduction

Durabrand was first started in early 1999 as a brand only made for Wal-Mart stores as a generic brand for electronics, but has grown to be available near-internationally.
Wal-Mart Germany was the first country to introduce the private label with a lineup in Consumer Electronics. Responsible for the first launch in 1999 were Uwe Bremeyer and Michael Werry, since 2002 Martin Schulz & Frank Mades for Wal-Mart Germany.
The very first product launched was a 120 min Videocassette produced at RAKS in Manisa.
The products are marked for only Wal-Mart stores and available in very few other stores than Wal-Mart. Like most generic brands, Durabrand is a chain of different manufacturers. Durabrand is chained with Lenoxx Sound, Alco, Funai, Orion, Maxell, Resonance, Initial Technology, and many other different companies. The prices of a majority of their products are often considered loss leaders.
Durabrand does have some "company rivals," despite the low prices, their products are matched up between other in-house brands like Wal-Mart's iLo brand, Target's TruTech brand; and to an extent, K-Mart's former Curtis Mathes/White-Westinghouse (in the mid-to-late 1990s) now Home Essentials brand. Due to the fact that all of these are store brands, the stores are often competitive to get buyers to their store brand. Aside from store brands, Durabrand is matched up to Coby Electronics, Jwin, GPX, and other low-cost electronics brands. Durabrand offers audio equipment and video equipment. However, it has also been lately focused on home appliances such as kitchen equipment, telephones, vacuums, and other general home appliances.
Since the early 2010s, the brand appears to have been phased out, with the Onn brand being used for consumer electronics and the Mainstays brand being used on home appliances.

Products

Brand identification

A large D is often found on the front of their products.
Silver and black are the predominant colors used on their products.

Product manufacturers