house brand

noun

1. a brand name used by a retailer for a product or product line made specifically for or by the retailer.
2. such a product, usually offered at a lower price than a comparable name-brand product.

Example Sentences

Its house brand is currently available for sale in California, Wisconsin and New York.

From TechCrunch

Why, this very first trip he's sold more goods on his own say-so than on the house brand.

From Project Gutenberg