Private Label, also known as store brand, is a brand created and marketed by a distributor or retailer rather than the product manufacturer. Private label brands are typically more affordable alternatives to national brands and are exclusively sold in the retailer’s stores.
Distributors develop their own products under their own brand, thereby controlling production, marketing, and distribution. Private label brands provide retailers with a larger profit margin and greater flexibility in terms of pricing and marketing strategy.
They can also be used to differentiate stores from competitors and foster customer loyalty. Private label brands are popular in various retail sectors, including food, beauty products, clothing, and household items.