Own brand
Also called: private label
Own brands are store brands that are sold exclusively in one particular store, but unlike own brands, do not carry the name of the store itself. Store brands are usually carried as a cheaper alternative to A-brands. Due to their comparable quality, lower price and exclusivity, own-brands help retain regular customers.
Whereas A-brands often specialize in a particular product segment, an own brand can cover any product imaginable.
Examples of proprietary brands include:
- Aro (Makro)
- Budget (Jumbo)
- Helix (Shell)
- Clockhouse (C&A)
- Sencys (Praxis)
Some retail chains operate multiple proprietary brands, with each serving a particular segment. An example is Lidl, with brands such as Vita D'or (margarine, oil and sauces), Bellarom (coffee and chocolate), Alesto (nuts) and Vitakrone (salads).
If the own brand is owned by a buying group, it can also be available in multiple stores. An example is Superunie's g'woon brand (including Dekamarkt, Dirk, Hoogvliet, Plus, Poiesz and Spar).
