house brand

noun

a brand name used by a retailer for a product or product line made specifically for or by the retailer.

such a product, usually offered at a lower price than a comparable name-brand product.

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Based on the Random House Dictionary, © Random House, Inc. 2016.
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Why, this very first trip he's sold more goods on his own say-so than on the house brand.

John Wesley, Jr. Dan B. Brummitt

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