Why Private Label?
A private-label brand is a product, or line of products, that a distributor sells exclusively through its company. These product lines may or may not be manufactured by the distributor, but they are labeled and marketed as the distributor s in-house alternatives to the national brands it also carries, or exclusively as the only product line a distributor features. Private-label brands are not limited to chemicals or paints, as some in the industry may believe, but rather encompass entire product lines. The reasons for companies starting private-label brands vary greatly. One company may want to discontinue its affiliation with a national brand; another may have started as a private-label company without ever even considering a national brand line. Raymond Johns Co., is one such company. Everything we carry is private label. We started the changeover in 1975, and by 1983 we were exclusively stocking our own private label, says David Ederheimer, president of the company, based in Louisvi
