A private label, also called a private brand or private-label brand, is a brand owned by a company, offered by that company alongside and competing with brands from other businesses. A private-label brand is almost always offered exclusively by the firm that owns it, although in rare instances the brand is licensed to another company. The term often describes products, but can also encompass services. The most common definition of a private label product is one that is outsourced, in which a firm is contracted to make a product under another name. However, it can also define products made in retailer-owned firms. For example, in 2018, The Kroger Company had 60% of its private brands produced by third parties; the remaining 40% was manufactured internally by plants owned by Kroger. Private-label producers are usually anonymous, sometimes by contract. In other cases, they are allowed to mention their role publicly. Etymology The term private label originated in retail, but has since been used in other industries as well. Probably the best known private-label brands are store brands, which are managed by supermarket and grocery store chains. Examples are Simple Truth by Kroger and Great Value by Wal-Mart. Store brands compete with national brands or name brands, like Coca-Cola or Lay's. The term private-label product overlaps with the term white-label product. They are sometimes used interchangeably, but they don't mean the same thing. A private-label product is created exclusively for a client, who sets specific demands on what the product or service must contain. A white-label product is not created exclusively for one company, and although white-label manufacturers might offer customizations to their products, these are usually limited. The specifications of a private-label product are set out by the client, whereas a white-label product is more generic and already designed. Store brands In the supermarket and grocery store industry, the term private label/brand is almost always used, even if the same product is sold non-exclusively to multiple retailers with different packaging (white label/brand). A store brand, also called a house brand or, in British English, an own brand, is a private-label brand trademarked and managed by a retailer. This brand is almost always offered exclusively at the chain store that owns it, although in rare instances the brand is licensed to another company. Examples of store brands are Simple Truth by Kroger, Great Value by Wal-Mart, and Specially Selected by Aldi. Store