Private Branding

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Private Branding

The practice in which a manufacturer sells large quantities of its inventory to a retailer, who then puts its own brand name on the inventory for resale. Private branding guarantees the manufacturer a certain level of sales. It also increases the retailer's profit margins because it generally may purchase from the manufacturer at a lower price.
References in periodicals archive ?
In addition, the company has expanded its private brand offerings to fresh produce, including carrots, apples, potatoes, mushrooms, onions and much more.
Rupani: From an organizational standpoint, we see far more success from retailers with fully-dedicated private brand teams that apply strategic focus to customer targets, brand portfolio, new product development and brand communication than we do with retailers who merely supplement their efforts with traditional merchandising teams.
According to Janet Oak, Daymon Worldwide's Head of Global Advisory & Custom Shopper Insights, numbers like these mean attractive sales opportunities for retailers ready to leverage their private brand offerings with high quality products and enticing innovation.
This year's Private Brands Summit goes beyond creating 'me too products and looking at how to successfully compete on more levels than just price: says Joe McKie, FMI's vice president of private brands.
Leading supermarkets and other retailers in Japan and overseas, seeking to fend off the impact of the global economic woes, have been intensifying moves to introduce private brand products to satisfy consumers' growing demand for both affordability and high quality products.
The department store giant aims to improve its supply-chain process with a focus on speed to market for its private brands.
The company also plans to expand its Shoppers Value entry price-point private brand line and will be launching or relaunching 80 new items in the coming months.
Retailers need to bring more sophistication to their private brand programs, and start treating their private brands like brands.
Private brand products are priced about 20 to 30 percent lower than regular goods in Japan's supermarket industry.
MINNEAPOLIS -- SUPERVALU([R]) (NYSE: SVU) recently launched Buck Range[TM] Light, their new high quality, low price private brand beer.