Private Label

What Is a Private Label?

A private label is a product manufactured by a third-party supplier but sold under a retailer’s or business owner’s own brand name. This strategy allows ecommerce sellers, online retailers, and brands to offer exclusive products while maintaining full control over branding, pricing, and customer experience.

Private labeling is widely used across industries-from cosmetics and food to apparel and household goods-and is especially attractive for print-on-demand (POD) businesses looking to build a distinctive brand without managing in-house production.

What Is a Private Label Product?

A private label product is made by a manufacturer (often referred to as a private label manufacturer) and then rebranded and marketed by a business or retailer. The retailer controls:

• Product design and branding
• Packaging
• Pricing strategy
• Distribution and marketing

Unlike white label products, which are sold to multiple retailers with different branding, private label products are exclusive to the retailer’s store or brand line.

Common Examples:

• Custom skincare sold under an influencer’s brand
• Store-brand organic snacks
• Branded phone cases created via POD platforms like Podbase

Benefits of Private Labeling

Private labeling gives online sellers a competitive edge. Here’s how:

• Higher Profit Margins – Control over production and pricing means better returns.
• Brand Ownership – Build brand loyalty and long-term customer relationships.
• Customization Options – Tailor product design, packaging, and messaging to fit your audience.
• Market Differentiation – Stand out with exclusive offerings that competitors can’t replicate.
• Scalable Business Model – Easily expand product lines without internal manufacturing.

For print-on-demand entrepreneurs, private labeling through services like Podbase means creating unique, made-to-order items under your own brand-without handling inventory or logistics.

What Are the 4 Types of Private Labels?

Understanding the types of private labels can help brands choose the right approach:

1. Own Products – Fully branded and created by the retailer for sale under their name.
2. Store Brands – Generic versions of popular products sold exclusively in a specific store.
3. Private Label Lines – A series of products under a unified label for targeted branding.
4. Niche Market Labels – Tailored products targeting a specific audience or subculture.
   
   

For example, a POD seller could launch a niche private label for eco-conscious phone case designs or create a private label line of apparel for gamers or pet lovers.

Final Thoughts

Private labeling is a smart, scalable strategy for entrepreneurs and ecommerce brands looking to build a distinct identity without manufacturing in-house. From higher margins to brand loyalty, it offers full creative and commercial control.