What should a private label look like and why does a business need it?

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Today, with the help of a private label, a store can save money and increase audience loyalty, convey brand values ​​to customers and solve the problem of diversity. The current economic situation only contributes to the development of private labels of various types. Maria Golenkova, Vice President for Children's and Jewelry Products at Inventive Retail Group, which manages the Mir Kubkov chain of stores, told us how launching a private label helps a business, in which niches it is necessary and how not to lose money on such an initiative.

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While in Europe private labels (hereinafter referred to portugal telegram database as private labels) account for a significant share of sales - more than half in Sweden, 41% in Spain - this is only a growing trend for Russia. And while it is actively developing primarily in the FMCG niche - everyday goods. According to NielsenIQ estimates , from spring 2021 to spring 2023, the share of private labels in FMCG increased from 8.4% to 10.4%. Today, almost every major chain retailer has a private label. X5 Retail Group has "Krasnaya Tsena", and Okey has a brand of the same name.

Some retailers even have several private labels for different product categories. For example, Lenta has 365 days for the most basic products like cereals, nuts, and canned goods, Lenta Life for lactose- and gluten-free products, and Lenta Fresh for fresh products and dishes. And the Metro chain has divided its private labels by consumer category: RIOBA for coffee shops, Metro Chef for restaurants and cafes, and ARO for regular shoppers.

Outside of food retail, large marketplaces have their own brands. Yandex.Market was the first to think about it with electronics and home appliances (Tuvio TVs, Commo accessories), then Ozon with Hartens TVs, Ozon Home home goods, Hola clothing. And Wildberries has recently joined them with electronics and home appliances. M.Video-Eldorado has had its own brands for several years now — Novex and Hi, the demand for which is increasing year after year .

In addition, private labels can be seen in stores of other categories. For example, in Sportmaster - it has long had Demix and Nordway, and recently Athlex was added to them . Street Beat is developing and expanding its own trademark, under which the brand produces sportswear and accessories. Products under the same brand are promoted by the Fitness Formula chain. The Detsky Mir chain of stores is also actively developing the idea of ​​​​sales within the private label - in the clothing and footwear category , mainly the products of the chain itself are presented . Our company decided to move in this direction at the end of 2021. So in 2022, toys under the kid rocks brand appeared in the assortment of the Inventive Toys distributor.

And in November of this year, we launched sales of the Russian brand of construction sets Brick Labs. This is a private label under which construction sets for children and adults are produced. The first series was released based on the plots of the artist-illustrator Artem Bizyaev and is dedicated to the plots of fairy tales: "Baba Yaga", "Morozko", "The Night Before Christmas", "Koschei the Deathless".

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