private label

American  

noun

1. the label of a product, or the product itself, sold under the name of a wholesaler or retailer, by special arrangement with the manufacturer or producer.

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Example Sentences

The steep decline comes amid Costco releasing a line of energy drinks under its private label Kirkland Signature—with similar flavors and packaging that bears a striking resemblance to Celsius products, but at a 55% discount.

From Barron's • Mar. 26, 2026

“Consumers are trading down, pushing back on higher prices by moving to private label, repairing rather than replacing, and shopping at value-priced retailers,” Barkin said.

From The Wall Street Journal • Nov. 18, 2025

In June, Michaels purchased Joann’s intellectual property and private label brands.

From Los Angeles Times • Sep. 26, 2025

Mondelēz described Aldi's business model as hinging on "low-priced private label products that resemble the look and feel of well-known brands".

From BBC • Jun. 3, 2025

The multinational grocery store — which infamously snagged the nickname “whole paycheck” due to its pricey food items — reportedly reduced prices on 25% of its items, including 880 products under its private label 365.

From Salon • Sep. 27, 2024