Private Branding

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 ?
As Cooper explains, Noddle is committed to communicating to others the "science and art of private branding." And many retailers, manufacturers, brokers and others have benefitted from this commitment.
"Indeed, Allan has used his understanding of retailing and private branding as one of the foundations for his public speaking talents," she says.
-- Home furnishings will continue to be an area of focus for Proffitt's Inc., which says it plans to build the category in its stores through private branding and possible expansion of freestanding furniture outlets.
Brad Martin, chairman and chief executive of Proffitt's Inc., said the company will concentrate on private branding in five areas, including home furnishings.
Carol Spieckerman, president of the retail consultancy newmarketbuilders, believes the retailer "has set the standard for premium private branding" - both inside and outside the club store channel.
"Our repositioning and private branding program gives us the opportunity to differentiate ourselves and make us masters of our own destiny," Black said.