2023 Private Label Hall of Fame: Brenda Lord, CVS Health
16 leaders from the world of private brands were recently honored as the newest inductees to the Private Label Hall of Fame.
During a ceremony held during the Private Label Manufacturers Association’s (PLMA) Annual Meeting & Leadership Conference in Orlando, Fla., members of the Class of 2023 shared stories of the challenges each has overcome to succeed in a highly competitive industry.
Created in 2006 to recognize those who have made significant contributions to the growth and development of the global private brand industry, this year’s event featured updated categories that each included two retail and two supplier honorees. The categories are Next Gen Private Label Leader, Private Brand Innovator, Private Brand Champion and Lifetime Achievement.
“We proudly celebrate the outstanding achievements of these proven leaders and innovators,” said Peggy Davies, president of PLMA. “Their hard work and dedication are instrumental to the success of the store brands business.”
“The 16 honorees represent the best of the best from across the world of private label and showcase the depth of talent the industry has to offer,” said Greg Sleter, executive editor and associate publisher of Store Brands. “This august group of retailers and suppliers have had a major impact on the private label business and will continue to do so in the years ahead.”
This special section features profiles of each of the new Hall of Famers.
Brenda Lord
VP, Private Brands
CVS Health
Lifetime Achievement
In her long and tenured career, Brenda Lord, VP of Private Brands at CVS Health, has spent the majority of her work in retail building brands. From strategy to sourcing, design and marketing, Lord has had a knack for creating unique and innovative private brands.
She began her career as a buyer for Ames Department stores, then worked for Staples, Test Rite Products and now CVS Health. She has built brands, led large teams and driven large portfolios from top-to-bottom with continued success. Since joining CVS Health in 2018, Lord has led the growth of the chain’s Our Brands division, and is now responsible for the chain’s $5 billion store brand portfolio.
One of Lord’s major and more recent achievements was the partnership and launch of the CVS Health by Michael Graves Design collection, which in February of 2022 brought innovation and a customer-first mindset to the market. Offering supportive care without compromise, the collection of comfort grip canes, easy-fold travel walkers, convertible shower chairs and more help give customers simple, customizable and ergonomic tools to live and move in comfort. The line was awarded an Innovation By Design citation by Fast Company magazine.
While innovating and elevating CVS’ private brands, she also nourished her family, friends and faith as a long-term Girl Scout troop leader and active member of her community. Known for her customer-first approach, Lord has led teams to make innovative moves and has provided an environment that encourages her team to be bold and fearless, according to members of her CVS team.
She pushes teams to deliver more, aim higher and not be afraid to take risks or imagine the impossible. Given the pharmacy chain’s success, it’s easy to see why Lord is included in this year’s Private Label Hall of Fame class.