Store brand

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 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
  • 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)
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
Canadian Tire
  • Motomaster
  • Simoniz
  • Mastercraft
  • Likewise/Hero
  • For Living/Home Collections
  • Supercycle
  • Yardworks


Shoppers Drug Mart/Pharmaprix
  • Life
  • 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

(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

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
  • 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
  • Value (New release of the Betta Buy brand)
  • Organic
  • Kids Smart
  • Food Fusions
  • Eat Smart
  • Free From
  • The Best




  • Shittyballs
Dixons Retail
  • Foehn & Hirsch

United States

Department and discount stores

  • BJ's Wholesale Club - Berkley & Jensen, Wellsley Farms, Executive Choice, Lanesboro, Living Home, Rozzano
  • Boscov's - Ashley Cooper
  • Coop - Coop, X-tra, Coop Kaffe, Røra
  • Best Buy - Insignia, Dynex, Init, Geek Squad, and Rocket Fish
  • Circuit City (defunct) - Nexxtech, Verge
  • Costco - Kirkland Signature
  • Gottschalks - Shaver Lake
  • Kmart - American Fare, Jaclyn Smith, Kathy Ireland, Ashley Taylor, Joe Boxer, Country Living, Cannon, Martha Stewart Everyday, Route 66, Smart Sense
  • Kohl's - Apt.9, Croft & Barrow, Sonoma, So, Sonoma Life+Style, Dana Buchman, Simply Vera, Chaps, Candies,
  • JCPenney - Arizona Jeans, Stafford, St John's Bay, Towncraft
  • Macy's - Alfani, American Rag, Charter Club, Club Room, First Impressions, Frango, greendog, Hotel Collection, I•N•C, Karen Scott, Material London, Style & Co., T Tahari, Tasso Elba, The Cellar, Tools of the Trade
  • Meijer - Meijer, Shop Force, gfm, jUMP
  • Mervyns (Defunct) - Cambridge Classics, Cheetah, Sprockets, Ellemeno, Hillard and Hanson
  • Nordstrom - BP, Caslon, John W. Nordstrom, JWN, Nordstrom, Pure Stuff, Rubbish, Shimera, Holistia, Make & Model, Halogen, Susina, Frenchi
  • Office Depot - Ativa, Foray, Break Escape
  • RadioShack - Accurian, Archer, Enercell, Gigaware, Optimus, and Presidian, Realistic
  • Sam's Club - Member's Mark, Bakers & Chefs
  • Sears, Kmart - Canyon River Blues, Covington, Craftsman, DieHard, Kenmore
  • Target - Archer Farms, Market Pantry, Circo, Durabuilt, Mossimo, Room Essentials (RE), Simply Balanced, Up and Up, Xhilaration, Merona, Michael Graves Design, Home, TruTech
  • Walmart - Great Value, Mainstays, Sam's Choice, Equate, Ol' Roy, etc.


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
  • 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
  • 365 Everyday Value - Whole Foods
  • A&P - America's Choice, America's Choice Gold, Ann Page (discontinued), Food Basics, Food Emporium, Greenway, Hartford Reserve, Health Pride, Kids and Baby, Market Spa, Master Choice, Pathmark, Preferred Pet, Smart Price, Super Fresh, Via Roma, Waldbaum's,
  • Best Choice - AWG Distribution
  • Best Yet - C&S Wholesale Grocers
  • Better Valu - Various (Owned by Federated Group)
  • Clear Value - Various supermarket chains (Owned by Topco Associates, LLC)
  • Clover Valley - Dollar General
  • Compliments - Sobeys
  • Gold Emblem, Just the Basics, Essence of Beauty, Blade, Emerald Mist - CVS/Pharmacy
  • Equality - A&P Canada
  • Food Club - Brookshire's Grocery Company, Jitney Jungle, Piggly Wiggly, Quality Markets (being phased out), P&C Foods (being phased out), Marsh Supermarkets, Roche Bros, New Deal Supermarket, United Supermarkets (Owned by Topco Associates, LLC)
  • Full Circle - Various supermarket chains (Owned by Topco Associates, LLC)
  • Giant Eagle - Giant Eagle
  • Great Value - Wal-Mart
  • Haggen - Haggen and Top Food & Drug
  • Hannaford, Smart Option (Low Tier), Taste of Inspirations (High Tier), Nature's Place(Natural & Organic) - Hannaford, Sweetbay
  • Hill Country Fare - H-E-B
  • Hy-Top - Brookshire Brothers (Owned by Federated Group)
  • IGA- IGA
  • Market Basket - DeMoulas' Market Basket
  • My Essentials - Food Lion and other American divisions of the Delhaize Group
  • Nature's Promise - Stop & Shop and Giant Food
  • Our Family - Various supermarkets supplied by Nash Finch
  • Parade - Various supermarket chains (Owned by Federated Group)
  • Parent's Choice - Wal-Mart
  • Price Chopper, Price Chopper Naturals, Central Market Classics, Full Circle, TopCare, Clear Value, Academix, Electrix - Price Chopper
  • Publix - Publix
  • Roundy's - Pick 'n Save and Rainbow Foods
  • Shurfine and Shurfresh - Various supermarket chains (Owned by Topco Associates, LLC)
  • Smart Option- Food Lion and other American divisions of the Delhaize Group[5]
  • Spartan - Spartan Stores and various other supermarkets
  • Sunny Select - Save Mart
  • TopCare - Various supermarket chains (Owned by Topco Associates, LLC)
  • Trader Joe's
  • Wegmans, Nature's Marketplace, Complements, Food You Feel Good About, Italian Classics - Wegmans
  • Western Family - SaveOn Foods and numerous independent grocers (Western Family Foods)


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Look at other dictionaries:

  • store-brand — adj, always used before a noun store brand products • • • Main Entry: ↑store brand * * * ˈstore brand [store brand] (US) ( …   Useful english dictionary

  • store brand — ➔ brand1 * * * store brand UK US noun [C] (US ► COMMERCE, MARKETING a product that has the name of the store where you buy it, rather than a name used by the company that made it: »Unlike national brands, store brands can lower their prices and… …   Financial and business terms

  • store-brand — UK US adjective US COMMERCE, MARKETING ► OWN BRAND(Cf. ↑own brand) …   Financial and business terms

  • store brand — store ,brand noun count AMERICAN something for sale in a store, especially a supermarket, that has the store s own label on it and not the label of the company that produced it …   Usage of the words and phrases in modern English

  • store brand — n especially AmE a type of goods that is produced for a particular shop and has the shop s name on it ▪ Store brands are cheaper than name brands …   Dictionary of contemporary English

  • store brand — an item offered for sale under a store s own label. * * * noun, pl ⋯ brands [count] : a product that is made for a store and has the store s name on it compare ↑name brand store brand adj, always used before a noun store brand products …   Useful english dictionary

  • store-brand — adj. Store brand is used with these nouns: ↑product …   Collocations dictionary

  • Store Brand —    This is another name for private label merchandise or a brand that is specific to a particular retail store under its own label or rebranded under another name.    See also Product development …   Historical Dictionary of the Fashion Industry

  • store brand — an item offered for sale under a store s own label. * * * …   Universalium

  • store brand — noun A brand, usually for multiple products and usually unadvertised, for products only sold at a particular group of retail outlets …   Wiktionary

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