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Private label (PL) is a remarkably profitable line of business. Around the world, the retailers’ profit margin of PL is roughly 40%, which is twice as much (!) as the profit they make from other brands. Consequently, so far PL has been treated as a “cash cow.” Money was invested in PL the product, not PL … Continue reading How to Create a Brand Architecture for Private Label Products
Did you know that private label brands (PL) have been around for almost a century? Back in 1928, it was the Swiss, who introduced the concept. And since then PL has been spreading like wildflowers. To be fair PL is more than spreading: it is also “evolving.” Today, we are witnessing a quiet renaissance, which … Continue reading The evolution of private label brands