From private label to a house of brands.
An unfocused twenty-year portfolio rebuilt: OGSM, brand architecture and new brands with the right fundamentals.
A consumer goods house, GCC · client name withheld, figures directional
1B+sales in 5 years
300Mthe starting point
#1core categories
The business had grown for two decades without a portfolio logic: overlapping labels, unclear roles, private-label economics carrying branded ambitions.
The rebuild started at the top: one OGSM for the house, then a brand architecture that gave every label a job or retired it, then new brands built with the fundamentals in place from day one: positioning, price-pack, distribution targets.
From 300M to 1B+ in sales within five years, with the number-one position in core categories.
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