Store brands ( store brands ) or Private label brands (PLBs) in the United States, own brands in the UK, and home brands in Australia) are specific to retail stores or store chains. The retailer can manufacture goods under its own label, re-brand private label goods, or outsource manufacture of store-brand items to multiple third parties - often the same manufacturers that produce brand-labeled goods. Store- brand goods are generally cheaper than national-brand goods because the retailer can optimize the production to suit consumer demand and reduce advertising costs. Goods sold under a store brand are subject to the same regulatory oversight as goods sold under a national brand.
In some retail sectors, store brands account for 40 to 50 percent of sales. Store branding is a mature industry; consequently, some store brands have been able to position themselves as premium brands. Sometimes store-branded goods mimic the shape, packaging, and labeling of national brands, or get premium display treatment from retailers. (For example, "Dr. Thunder" and "Mountain Lightning" are the names of the Sam's Choice store brand equivalents of Dr Pepper and Mountain Dew, respectively.)
Some retailers believe that, while advertising by premium national brands brings shoppers to the store, the retailer typically makes more profit by selling the shopper a store brand. This assumption has led to a spurt in the academic and trade literature on the subject of positioning the store brand vis-a-vis the national brand.
In most cases, while store brands are usually cheaper than national (or even regional) brands, they remain more expensive than generic brands sold at the store. (e.g. Pittsburgh-based Giant Eagle selling their store brands for less than national brands but more than Topco's Valu Time generic brand.) The "no-frills" grocery chains primarily, such as Aldi and Save-A-Lot (though most Save-A-Lots do sell limited name brand products, which vary from whoever owns the store), sell store brands to promote overall lower prices, compared to supermarket chains that sell several brands as well as other goods and services.
List of store brands
Australia
Supermarkets
Coles Supermarkets
- $mart Buy – basic needs, at low prices
- You'll love Coles – mid-range on quality and price
- Coles Finest – high quality, market leaders
Discontinued
- Savings - basic needs at low prices
- Farmland - food and grocery - part of the "Everyday Low Price" range
- Persona - health, beauty and toiletries - part of the "Everyday Low Price" range
- Reliance - household and cleaning - part of the "Everyday Low Price" range
- Coles - store brand
BI-LO
- Bi-Lo - basic needs at low prices
Woolworths Supermarkets
- Home Brand – basic needs at low prices - recently marketed as "take it home with pride", to counteract with the low quality, low class stereotype commonly associated with Home Brand.
- Woolworths Select – mid-range on quality and price
Franklins
- No Frills - basic needs at low prices
Discontinued
- First Choice - mid-range on quality and price
Metcash
- Black & Gold
SPAR Australia
- Fabulous
FoodWorks
- Best Buy
Department and discount stores
Myer
- Babyworld, Brooklyn Industries, Fiorucci, Ladybird, Milkshake, Sprout - Children's clothing
- Basque, Collection, Piper, Regatta, Urbane, Zazou - Women's clothing
- Blaq, Maddox, Reserve - Men's clothing
- Kenji, Lost Highway, Miss Shop, Tokito - Youth clothing
- Cooks Kitchen, Heritage, Vue - Homewares
- Innovare, Mosaic - Footwear
- Chloe & Lola, Miss Pink, Soho - Women's underwear
Kmart
- Now - Discount Clothing
- Jackeroo - Clothing and Outdoor Furniture
- Homemaker - Kitchen and Manchester general brand
- Audiosonic - Audiovisual Brand
Target
- Base - Audiovisual Brand
- Rank Arena - Audiovisual Brand (brand used under licence)
Big W
- Patio by Jamie Durie - Garden tools and outdoor furniture
- AWA - audio visual equipment (brand used under licence)
Canada
Department and discount stores
Zellers/Hudson's Bay Company
- Truly
- Baycrest
- Beaumark
- List of Hudson's Bay Company brands - Listing of Hudson's Bay Company store brands, such as Mantles, Outline, Request, Sportek, Beaumark, Home Styles, Truly, etc.
Eaton's
(At one time Canada's largest department store chain, Eaton's is long-defunct and these brands have all disappeared)
- Babyfair
- bellefair
- Glider
- Birkdale
- Birkdale Young Men's
- Birkdale Junior
- Bonnie Brae
- Berkley
- Braemore
- Bulldog
- Eatonia
- Commander
- Cottage Sweets
- Gleneaton
- Haddon Plate
- Haddon Hall
- TECO
- Lady Fair
- La Reine
- Optina
- Truline
- Solar
- Vanity Fair
- Viking
Canadian Tire
- Motomaster
- Mastercraft
- Supercycle
- Morpower (obsolete?)
- Hero
Pharmacy
Shoppers Drug Mart/Pharmaprix
- Life
Jean Coutu Group
- Personelle
- PJC
Uniprix
- Option+
Supermarkets
Loblaw Companies
(Including Dominion Stores Extra Foods, freshmart. Loblaws, Maxi, Provigo, Real Canadian Superstore, SuperValu, valu-mart, and Your Independent Grocer)
- Joe Fresh
- Life at Home
- No name
- President's Choice
ExactOverwaitea Foods
(Including Save-On-Foods)
- Western Family
- Western Classics
- Value Priced
- Body Zone
Sobeys
(Including Sobeys and IGA stores in different parts of Canada)
- Compliments Balance
- Compliments Culinaire
- Compliments Junior (co-branded with The Walt Disney Company)
- Compliments Organic
- Compliments Seasonal Collection
- Sensations by Compliments (premium tier)
- Signal (value tier)
Metro Inc.
(Including Metro, Richelieu and former A&P, Dominion and Food Barn locations)
- Selection (recently re-branded from Merit Selection/Selection Merite)
- Irresistables
Equality
New Zealand
Supermarkets
Foodstuffs Branded Supermarkets.
(New World; Pak'n Save & Four Square supermarkets)
- Budget - Bottom of the line home brand across the board.
- Pam's - Marketed more as an equal to brand name products.
Progressive Enterprises Branded Supermarkets.
(Countdown; Woolworths; Foodtown; Freshchoice & Supervalue)
- Home Brand - Bottom of the line home brand across the board.
- Signature Range - Marketed more as an equal to brand name products.
Department and discount stores
The Warehouse
- Transonic - Audio & Visual; Electric Apliances
- Redstamp - Electric Appliances; Manchester
- Soft Touch - Manchester
Sweden
Coop
- Nordchoklad/Candelia (Sweets) - Defunct
- Blåvitt (Generic brand) - Now-defunct, replaced by X-tra.
- X-tra (Generic brand)
- Änglamark (Organic)
- Signum - Defunct, replaced by Coop
- Coop
United Kingdom
Supermarkets
Asda
- Extra Special
- Asda Organic
- Good For You!
- Great Stuff! (Children's food range)
- George - (clothing)
- Asda Smartprice
Morrisons
- Bettabuy - Currently being phased out in favour of Morrisons Value
- Eat Smart
- Morrisons and Morrisons Value
- The Best
Sainsbury's
- Basics
- Low Price - Replaced by Basics
- Economy - Replaced by Low Price
- Jeff & Co - Now-defunct Sainsbury's clothing range
- Sainsburys SO Organic
- Taste The Difference
- Be Good To Yourself
- Free From
- Butchers Choice
- Super Naturals
- Different by Design (Home wares)
- TU - Sainsbury's own brand c
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