On July 5, 1970 Peter Damon Schwartz and Milt Sender shook hands on a partnership that produced Daymon Associates, Inc. in New York City. The company was formed with the goal of maximizing the market potential of Private Brand products, which in 1970, were rarely marketed to attract consumers, suggest quality or differentiate one retailer from another. The company name was a take on Peter’s middle name, and the partnership formed the basis of what has become the global leader in consumables retailing, which today has over 200 offices in 51 countries on six continents.