Today I am excited to announce a new session for the 2020 edition of Velocity Global: the My Private Brand VIRTUAL conference taking place in 13 days, August 4-5, 2020, and on-demand to all registrants 24 hours a day, 7 days a week for the next 365 days. Loe Limpens, Managing Partner, Yellow Dress Retail and Hermann Sievers, Managing Director Germany, Yellow Dress Retail of the Amsterdam based branding agency Yellow Dress Retail. The pair will present “How Aldi & Lidl are defining Private Brand Strategy & Design in Europe.”

Loe Limpens studied Fashion design at the Academy of applied arts in Maastricht and Design Management in Rotterdam in the Netherlands.

In 2001 Loe joined Albert Heijn (Ahold/Delhaize) first as Design Manager and later on as Senior Marketing Manager Visual Identity.

He was responsible for the successful visual repositioning of Albert Heijn in the 2001-2008 period, in which Private Label packaging design played a vital role. During this period Loe supervised the restyling of more than 10.000 Private Label SKU’s. Key elements in the success of this operation were speed to market and cost-effectiveness.

In 2009 Loe started Yellow Dress Retail, an agency specialized in Retail communication, Retail design and Private Label Packaging design, with offices in Holland and India and clients in Austria, Switzerland, Germany, Belgium, Holland, and India.

For over 25 years Loe has been working for Private Label manufacturers, design agencies, and leading retailers.

Loe has become a leading expert in retail Design and retail Brand architecture. He is a co-author of “Private Label Uncovered”, a 2011 released overview of mayor Retail Brands developments and “Managing Private Labels”, its 2015 released successor; Sharing knowledge from research and practice.

Loe is trained in the creative and strategic side of private label packaging and retail design and is a Jury member for several packaging design awards and a sought-after keynote speaker on Design and Private Brands.

Since 2017 Hermann Sievers acts as Managing Director Germany for Amsterdam based Yellow Dress Retail, an international consulting and design agency focusing on retailer brands and private labels. Before he founded, his own firm specialized in strategic consult and project management support to manufacturers and retailers. Meanwhile, he has become a reputable private label expert in his home country. This was also based on his decade-long experience as national marketing director at EDEKA, Germany´s food retail market leader. Prior to this, he held management positions at international FMCG companies like Unilever and Philip Morris. Thus he has in-depth knowledge from practice in both strategy development and implementation.

Hermann holds an M.Sc. in Business Administration of Technical University Berlin. He is a supervisory board member of SME´s, a regular speaker on industry events and columnist on Private Label issues for leading trade magazines. In addition, he co-authored the books “Managing Private Labels” (2015) and „Marketing for Private Labels“ (2016).



All presentations from this year’s Velocity Global are now available on demand. If you could not attend, tickets are still available for purchase to gain access to this compelling content.