Private Label vs. White Label: What's the Difference?

Private label and white label are two common business models used by manufacturers and retailers to produce and market products. While they might seem similar, they have distinct differences in terms of customization, branding, and exclusivity.

Private Label

Private label products are manufactured by one company but are sold under another company's brand. The retailer or brand owner has significant control over the product, including specifications, design, and packaging. Here are some key features of private label products:

  • Customization: The retailer can customize the product to a greater extent, including its formulation, design, and packaging. This allows for unique product features and branding that align with the retailer's identity.
  • Exclusivity: Private label products are exclusive to the retailer or brand owner. No other retailer will sell the exact same product under a different brand name.
  • Quality Control: The retailer often has more input into the quality control and production process, ensuring the product meets specific standards and expectations.
  • Brand Loyalty: Private label products help build brand loyalty, as customers associate the unique products with the retailer's brand.

White Label

White label products are generic products made by a manufacturer and sold to multiple retailers, who then rebrand and market them under their own brand names. Here are the key features of white label products:

  • Standardization: White label products are typically standard offerings from the manufacturer with little to no customization. They are produced in bulk and sold to various retailers who rebrand them.
  • Non-Exclusivity: Multiple retailers can sell the same white label product under different brand names. The same product can be found in different stores with different packaging.
  • Quick to Market: Since white label products are ready-made, retailers can quickly enter the market without the need for extensive product development.
  • Cost-Effective: White label products are often more cost-effective for retailers because they don't require the investment in product development and customization.


  • Private Label: Customizable, exclusive, greater control over quality, and builds brand loyalty.
  • White Label: Standardized, non-exclusive, quick to market, and cost-effective.

Both private label and white label models offer unique advantages depending on the retailer's goals, budget, and branding strategy.


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