Private labeling is an option open to most retailers – both online and offline – get their products from suppliers. There aren’t many brands that manufacture and sell their lines direct to consumers. That sales channel strategy is growing in popularity but is far from common right now. Almost every consumer product category has both branded and private label offerings.
A private label product is manufactured by a contract or third-party manufacturer and sold under a retailer’s own brand name. As the retailer, you specify everything about the product – what goes in it, how it’s packaged, what the label looks like – and pay to have it produced and delivered to your store. This is in contrast to buying products from other companies with their brand names on them.