Ever-expanding ‘Exchange Select’ brand undergoing makeover Published July 1, 2010 MALMSTROM AIR FORCE BASE, Mont. -- While the choices available through "Exchange Select" continue to evolve, Airmen at Malmstrom AFB will notice a major change with the exchange services' "private label" merchandise in the coming year as the brand takes on a new look. "From the packaging to the logo, the new design will create an engaging, high-quality lifestyle brand that will grab shoppers' attention," said Kay Hickman, Base Exchange assistant manager. "This change is expected to elevate 'Exchange Select' to the shelf presence of both national brands and those of leading private label competitors." In addition to the rebranding effort, "Exchange Select" is poised to surpass the 600-item mark by year's end. Among the product highlights to be added in the months to come include aloe cool and fresh body lotion, eyebrow razors, denture cleanser and cocoa butter intense moisturizing lotion. "AAFES is committed to the ongoing development of high-quality brands for the exclusive use of military families," Mrs. Hickman said. "Through continual improvement, we hope to transform these products into destination brands that military shoppers will actively seek out when shopping the BX. As needs change and products evolve, we will regularly refine and update the assortment to ensure it stays relevant and desirable." AAFES' Quality Assurance team assures the safety, performance and effectiveness of "Exchange Select" products by visiting suppliers' plants to verify good manufacturing practices that have been set by the Food and Drug Administration and other governing agencies are used. Additionally, all "Exchange Select" over-the-counter medicines, such as ibuprofen and acetaminophen, meet FDA established guidelines that are the same for private label and national brand equivalent products.