Business models
What is private label?
Private label is selling a product made by a manufacturer under your own brand name, often with your own packaging or formula.
Getting private label right
Change something that matters
A logo on a generic product competes on price. A better formula, size or bundle gives buyers a reason.
Test demand before big orders
Minimum order quantities tie up cash. Prove the product sells with a small first run.
Build the brand around a buyer
Private label wins with a clear audience and a story the generic version doesn't have.
Ask Replo: "build a store for my own-brand skincare line".
Private label questions
- What's the difference between private label and white label?
- White label is a generic product sold by many brands with only the label changed. Private label is usually made for one brand, often with its own formula, packaging or specs.
- Is private label better than dropshipping?
- It's a bigger commitment with more upside. You buy stock up front, but you own a product others can't sell, and margins are usually higher. Dropshipping needs no stock but faces more direct competition.
- How do I find a private label manufacturer?
- Search supplier directories and trade shows for your category, ask for samples and references, and compare minimum order quantities, lead times and quality checks before committing.
Related terms
Browse the glossaryDTC
DTC (direct to consumer) is a brand selling straight to shoppers through its own site instead of through retailers or wholesalers.
Dropshipping
Dropshipping is a way to run a store without holding inventory: you sell the product, and a supplier ships it straight to the customer.
SKU
A SKU (stock keeping unit) is a unique code a store gives each product variant it sells, so it can track inventory and sales for that exact item.
Value proposition
A value proposition is the one clear reason a customer should buy from you: what you offer, who it's for and why it beats the alternatives.