Legal Definitions - private brand

A private brand (also known as a private label or store brand) refers to products or services that are manufactured or provided by one company but sold exclusively under another company's brand name, typically a retailer. The retailer, rather than the manufacturer, owns and controls the brand, including its marketing, packaging, and often the product's specifications and quality standards.

Here are some examples to illustrate this concept:

• Example 1: Supermarket Groceries
  Imagine a large grocery store chain, "FreshFoods Market," sells a line of organic pasta under its own "FreshFoods Organic" label. While FreshFoods Market owns the "FreshFoods Organic" brand, the pasta itself is manufactured by a third-party food production company that specializes in organic goods. FreshFoods Market dictates the ingredients, packaging design, and pricing, and it is the only place customers can buy "FreshFoods Organic" pasta.

  This illustrates a private brand because FreshFoods Market, the retailer, is selling a product under its own brand name ("FreshFoods Organic") even though it did not manufacture the pasta itself. The brand is exclusive to their stores.

• Example 2: Electronics Retailer Accessories
  Consider a major electronics retailer, "TechHub," which offers a range of charging cables, screen protectors, and headphones under its "TechHub Essentials" brand. These accessories are produced by various electronics manufacturers, but TechHub designs the packaging, sets the product features, and markets them as its own affordable alternative to national brands. Customers can only purchase "TechHub Essentials" products at TechHub stores or on their website.

  This demonstrates a private brand because TechHub, the retailer, has created its own brand ("TechHub Essentials") for products manufactured by other companies. The brand identity and sales channel are controlled by TechHub.

• Example 3: Fashion Apparel
  A popular clothing store, "StyleSavvy," sells a line of women's dresses and blouses under its "SavvyChic" label. While StyleSavvy designs the garments and manages the marketing, the actual manufacturing and stitching are outsourced to various garment factories overseas. "SavvyChic" apparel is exclusively available at StyleSavvy's physical stores and online shop.

  This is an example of a private brand because StyleSavvy, the retailer, owns and promotes the "SavvyChic" brand for clothing items that are produced by external manufacturers, making the brand unique to their retail environment.