house brand

American  

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.

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Example Sentences

In addition to food and household goods, it also sells apparel under its house brand.

From The Wall Street Journal • Mar. 25, 2026

This is so like, if Amazon is using data from its sellers to then inform what it’s making under its Amazon Basics house brand, they can’t go compete with the sellers in the Amazon Marketplace.

From New York Times • Mar. 20, 2023

That was often a store’s house brand, such as Target’s Up & Up, Walmart’s Great Value or Walgreens’s Nice.

From Washington Post • Jul. 26, 2021

Meanwhile, one critic noted, "Pearl Milling Company? Sounds like a generic house brand for Dollar General."

From Fox News • Feb. 10, 2021

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

From John Wesley, Jr. The Story of an Experiment by Brummitt, Dan B.