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definition - STORE BRAND

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Store brand


Store brands are a line of products sold by a retailer under a single marketing identity. They bear a similarity to the concept of House brands, Private label brands (PLBs) in the United States, own brands in the UK, and home brands in Australia and generic brands. But they are distinct in that a store brand is managed solely by the retailer for sale in only a specific chain of store. The retailer will design the manufacturing, packaging and marketing of the goods in order to build on the relationship between the products and the store's customer base. Store-brand goods are generally cheaper than national-brand goods because the retailer can optimize the production to suit consumer demand and reduce advertising costs. Goods sold under a store brand are subject to the same regulatory oversight as goods sold under a national brand.

A Food Marketing Institute study found that store brands account for an average of 14.5 percent of sales with some stores projecting they will soon reach as high as 20 percent of all sales.[1] Store branding is a mature industry; consequently, some store brands have been able to position themselves as premium brands. Sometimes store-branded goods mimic the shape, packaging, and labeling of national brands, or get premium display treatment from retailers. (For example, "Dr. Thunder" and "Mountain Lightning" are the names of the Sam's Choice store brand equivalents of Dr Pepper and Mountain Dew, respectively.)

Research has found that some retailers[who?] believe that, while advertising by premium national brands brings shoppers to the store, the retailer typically makes more profit by selling the shopper a store brand. This assumption has led to a spurt in the academic and trade literature on the subject of positioning the store brand as compared with the national brand.[citation needed]

  Wal-Hist, store-brand antihistamine medication from Walgreens

In most cases, while store brands are usually cheaper than national (or even regional) brands, they remain more expensive than generic brands sold at the store. (e.g. Pittsburgh-based Giant Eagle selling their store brands for less than national brands but more than Topco's Valu Time generic brand.)

The "no-frills" grocery chains primarily, such as Aldi and Save-A-Lot (though most Save-A-Lots do sell limited name brand products, which vary from whoever owns the store), sell store brands to promote overall lower prices, compared to supermarket chains that sell several brands as well as other goods and services. Richelieu Foods, for example, is a private label company producing frozen pizza, salad dressing, sauces, marinades, condiments and deli salads for other companies, including Hy-Vee, Aldi, Save-A-Lot, Sam's Club,[2] Hannaford Brothers Co.,[3] BJ's Wholesale Club (Earth's Pride brand) and Shaw's Supermarkets (Culinary Circle brand).[3]


  List of store brands



  Coles Supermarkets
  • $mart Buy – basic needs, at low prices
  • Coles – mid-range on quality and price
  • Coles Finest – high quality, market leaders
  • Coles Organic – Certified organic products
  • Coles Green Choice – Environmentally friendly
  • Savings - basic needs at low prices
  • Farmland - food and grocery - part of the "Everyday Low Price" range
  • Persona - health, beauty and toiletries - part of the "Everyday Low Price" range
  • Reliance - household and cleaning - part of the "Everyday Low Price" range
  • You'll love Coles- store brand
  • Bi-Lo - basic needs at low prices
  Woolworths Supermarkets
  • Home Brand – basic needs at low prices - recently marketed as "take it home with pride", to counteract with the low quality, low class stereotype commonly associated with Home Brand.
  • Macro Wholefoods - organic, natural, gluten free, or natural
  • Woolworths Select – mid-range on quality and price
  • No Frills - basic needs at low prices
  • Black and Gold - basic price and quality (Since Franklins was bought out by IGA)
  • First Choice - mid-range on quality and price
  • Black & Gold - basic price and quality
  • IGA Signature - premium quality at roughly 10-20% below branded offerings price
  SPAR Australia
  • Fabulous
  • Best Buy

  Department and discount stores

  • Babyworld, Brooklyn Industries, Fiorucci, Ladybird, Milkshake, Sprout - Children's clothing
  • Basque, Collection, Piper, Regatta, Urbane, Zazou - Women's clothing
  • Blaq, Maddox, Reserve - Men's clothing
  • Kenji, Lost Highway, Miss Shop, Tokito - Youth clothing
  • Cooks Kitchen, Heritage, Vue - Homewares
  • Innovare, Mosaic - Footwear
  • Chloe & Lola, Miss Pink, Soho - Women's underwear
  • Now - Discount Clothing
  • Jackeroo - Clothing and Outdoor Furniture
  • Homemaker - Kitchen and Manchester general brand
  • Audiosonic - Audiovisual Brand
  • Base - Audiovisual Brand
  • Rank Arena - Audiovisual Brand (brand used under licence)
  • Archer Farms - Grocery Brand
  Big W
  • Patio by Jamie Durie - Garden tools and outdoor furniture
  • AWA - audio visual equipment (brand used under licence)


  Department and discount stores

  Zellers/Hudson's Bay Company
  • Truly
  • Baycrest
  • Beaumark
  • List of Hudson's Bay Company brands - Listing of Hudson's Bay Company store brands, such as Mantles, Outline, Request, Sportek, Beaumark, Home Styles, Truly, etc.

(At one time Canada's largest department store chain, Eaton's is long-defunct and these brands have all disappeared)

  • Babyfair
  • bellefair
  • Glider
  • Birkdale
  • Birkdale Young Men's
  • Birkdale Junior
  • Bonnie Brae
  • Berkley
  • Braemore
  • Bulldog
  • Eatonia
  • Commander
  • Cottage Sweets
  • Gleneaton
  • Haddon Plate
  • Haddon Hall
  • TECO
  • Lady Fair
  • La Reine
  • Optina
  • Truline
  • Solar
  • Vanity Fair
  • Viking
  • Great Value (grocery)
  • Equate (pharmacy and health and beauty items)
  • Mainstays (alternative of beddings & ready-to-assemble furniture)
  • George (more formal clothing for men, women and children. It also consists of dress shoes, wallets, belts, and neckties.)
  Canadian Tire
  • Motomaster
  • Simoniz
  • Mastercraft
  • Likewise/Hero
  • For Living/Home Collections
  • Supercycle
  • Yardworks
  • Blue Planet


  Shoppers Drug Mart/Pharmaprix
  • Life/Life Brand
  • Everday Market
  Jean Coutu Group
  • Personelle
  • PJC
  • Option+


  Loblaw Companies

(Including Dominion, Extra Foods, Freshmart. Loblaws, Maxi, Provigo, Real Canadian Superstore, SuperValu, Valu-mart, Your Independent Grocer, Zehrs, No Frills)

  Overwaitea Foods

(Including Save-On-Foods)

  • Western Family
  • Western Classics
  • Value Priced
  • Body Zone
  • Western Family
  • Western Classics

(Including Sobeys and IGA stores in different parts of Canada)

  • Compliments Balance
  • Compliments Culinaire
  • Compliments Junior (co-branded with The Walt Disney Company)
  • Compliments Organic
  • Compliments Seasonal Collection
  • Sensations by Compliments (premium tier)
  • Signal (value tier)
  Metro Inc.

(Including Metro, Food Basics, Super C, Richelieu)

  • Selection (recently re-branded from Merit Selection/Selection Merite)
  • Irresistables
  • Equality


  Best Buy
  • Insignia
  • Dynex
  • RocketFish

  Office Supplies

  Staples Inc.
  • Retail+ (computer equipment)
  • Staples Brand

  New Zealand


  Foodstuffs Branded Supermarkets.

(New World; Pak'n Save & Four Square supermarkets)

  • Budget - Bottom of the line home brand across the board.
  • Pam's - Marketed more as an equal to brand name products.
  Progressive Enterprises Branded Supermarkets.

(Countdown; Woolworths; Foodtown; Freshchoice & Supervalue)

  • Home Brand - Bottom of the line home brand across the board.
  • Signature Range - Marketed more as an equal to brand name products.

  Department and discount stores

  The Warehouse
  • Transonic - Audio & Visual; Electric Appliances
  • Redstamp - Electric Appliances; Manchester
  • Soft Touch - Manchester





  • Nordchoklad/Candelia (Sweets) - Defunct
  • Blåvitt (Generic brand) - Now-defunct, replaced by X-tra.
  • X-tra (Generic brand)
  • Änglamark (Organic)
  • Signum - Defunct, replaced by Coop
  • Coop

  United Kingdom


British supermarkets have generally have several own brand ranges to cater for different segments of the market, and generally the cheapest are only stocked in their largest stores. This is an incomplete list

  • Finest
  • Tesco
  • Everyday Value (previously Tesco Value)
  • Technika (Electronics)
  • F&F (Clothing)
  • Cherokee (Clothing)
  • Basics
  • Taste the Difference
  • Different by Design
  • Be Good to Yourself
  • Kids
  • Freefrom (Range for those allergic to certain ingredients)
  • Sainsbury's Organic
  • Fair Trade
  • TU & TU Home (Clothes and home products)
  • Smart Price
  • Asda
  • Chosen by You
  • Extra Special
  • George (Clothes)
  Marks & Spencer
  • Gastropub
  • Cook!
  • Specialty
  • Count on Us
  • Organic
  • Nutritionally Balanced
  • Kids Meals
  • M Savers (Formerly "Value" and "Bettabuy")
  • Organic
  • Kids Smart
  • Food Fusions
  • Eat Smart
  • Free From
  • The Best




  Dixons Retail
  • Foehn & Hirsch

  United States

  Department and discount stores


Store brands managed by US based supermarkets. In order by Fortune ranking.[4]


some brands also available at Kroger Co. subsidiaries

  • Kroger Value/FMV/Cost Cutter - bargain-priced; various items
  • Kroger - national brand counterpart; various items
  • Private Selection - premium-tier; food items
  • Naturally Preferred - organic food items
  • Disney Magic - children's-oriented food items
  • Big K - carbonated beverages
  • Pet Pride
  • Moto Tech
  • Everyday Living - kitchen and household items
  • HD Designs
  • Office Works - office supplies
  • Comforts for Baby/Comforts for Toddler
  • Basic Red
  • Eating Right
  • Lucerne - general dairy except organic dairy products
  • O Organics - organic products including cereals and dairy
  • Primo Taglio
  • Priority Pet
  • Rancher's Reserve - meat
  • Refreshe - water and flavored drinks
  • Safeway Select
  • Waterfront Bistro
  • Acme - Store generic brand for Acme
  • Albertsons - Store generic brand for Albertsons
  • Arctic Shores - Seafood products.
  • Baby Basics - Baby food
  • Carlita- Hispanic foods
  • Cub - Store generic brand for Cub Foods
  • Culinary Circle - Restaurant Quality food
  • Equaline - Generic Pharmacy products
  • Essensia - Albertsons and Shaw's Supermarkets (also, "Shaw's")
  • Essential Everyday - Jewel-Osco newest store brand
  • Farm Stand- Produce
  • Flavorite - Supervalu
  • Good Day - Breakfast items, including bread, juice, and milk.
  • Happy Tails - Line of pet foods.
  • Heritage - Liquors
  • HomeLife - In home non-food products
  • Janet Lee - Brand named after Joe Albertson's mother
  • Java Delight, SUPERVALU’s Our Own Brands coffee, is sourced from Hacienda La Minita
  • Jewel - Store generic brand for Jewel
  • Max Velocity - Energy Drinks
  • NutriPlan - Pet Foods
  • Shaw's - Store generic brand for Shaw's
  • Shoppers Value
  • Stockman & Dakota - Premium beef
  • Stone Ridge Creamery - Ice Cream
  • SuperChill - Soft Drinks and New Age Beverages (Consolidated A+)
  • SuperCrunch- Snack Foods
  • Richfood - Store generic brand
  • Wild Harvest - Organic line

Some of the older (though mostly) inactive private label brands would be: SavOn Osco by Albertsons · A+ · Janet Lee · Lady Lee · President's Choice · Hillfarm · Econo Buy · Home Best * Good Day - Albertsons

  • Winn & Lovett - Premium Store Brand
  • Winn-Dixie - Standard Store Brand
  • Thrifty Maid - Cost Value Store Brand
  • Chek Cola - carbonated beverages Store Brand
  Price Chopper brand rolled oats


  External links



All translations of STORE BRAND

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