2024 Store Brands Rising Stars: Brian Cusack of Staples
The rising stars across private label are shining brighter, reflective of an industry in the midst of robust growth and needing younger talent to develop new methods of doing business at a time when growth opportunities are robust.
The Fifth Annual Store Brands Rising Stars honors this crop of new talent that is driving sales from the retail and supplier sides of the business. Private label product sales over the past year continued to grow and the efforts of retailers through the first half of 2024 show an ongoing appetite for products that are unique and also offer shoppers a strong value.
RELATED: Meet the Store Brands Rising Stars Class of 2024
This year’s list of Rising Stars provides insight into how a new crop of talented individuals under the age of 40 are pushing the industry forward and continuing to innovate.
Brian Cusack
Staples
Brian Cusack’s career trajectory at Staples is a testament to a combination of impactful opportunities and continuous learning. Reflecting on his journey, two primary factors stand out: the chance to lead significant initiatives early on and a strong investment in professional training.
One of the cornerstones of his growth at the office superstore has been the responsibility entrusted to young employees at Staples. This early exposure to leadership roles has allowed Cusack, an associate manager for Product Design & Innovation, to spearhead projects typically reserved for those more experienced. He has played a pivotal role in building product design languages, developing packaging systems, and reorganizing product categories. These experiences have honed his skills and provided a robust platform for his career development.
“At Staples, we cover a breadth of categories, from writing and notetaking to facilities cleaning supplies and office furniture,” he said. You get exposed to many types of products and industries, each with its own nuances to learn about and solve for. It can be a lot to process at times but it’s what keeps things fresh year-to-year by offering new learnings and places to grow.”
Over the past five years, Cusack — a 2024 Store Brands Rising Star — has been instrumental in developing Staples' own brand portfolio. His contributions span product management, design strategy, design systems, and product innovation, all aimed at creating a unique market position and addressing unmet customer needs.
His colleagues said this recognition symbolizes Cusack’s journey from his early days at Staples to becoming a key player in the retailer’s private label program.
“When I started working at Staples I had a very surface-level understanding of the world of private label brands,” he said. To go from that to arriving at a place where I’m being nominated and recognized for my role in a private label program, that’s pretty exciting and special.”