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Private label (dalam bahasa Indonesia artinya merek pribadi) merupakan istilah yang digunakan dalam dunia ritel untuk menyebut sebuah merek yang dimiliki dan dikelola sendiri oleh bisnis ritel modern (seperti minimarket, supermarket, hipermarket, toserba, dll). Sebuah toko ritel biasanya dapat menawarkan aneka jenis produk dalam private label miliknya yang ditawarkan bersamaan dengan merek-merek yang sudah ada sebelumnya. Konsep lain yang berkaitan adalah store brand, house brand dan own label.
Pada umumnya produk private label diproduksi dengan dialih dayakan ke pihak lain (maklon), meskipun ada juga perusahaan ritel yang memiliki pabrik sendiri untuk memproduksi produk private label-nya. Adapun produsen maklon tersebut dapat tidak diungkapkan atau bisa dibuka ke pembeli, baik itu disengaja maupun tidak disengaja. Ada juga produk private label yang diproduksi perusahaan produsen produk yang selama ini sudah terkenal.
Produk private label dihadirkan karena dapat memberikan keuntungan baik pada pembeli, produsen maupun pihak ritel. Para peritel dapat meraih keuntungan yang lebih besar dibanding menjual produk-produk ternama, karena dapat mengatur bagaimana strategi produksi, suplai produknya hingga penentuan harga yang bisa lebih murah dibanding membeli produk merek ternama dari distributor. Belum lagi produk-produk tersebut bebas dari praktik seperti trading term dan listing fee. Bagi konsumen, harga produk private label biasanya lebih murah karena tidak adanya iklan yang masif, belum ditambah bisa mendapatkan promosi; hal ini memungkinkan konsumen membeli lebih banyak yang juga bisa meningkatkan pendapatan peritel. Para perusahaan ritel juga bisa memberdayakan produsen usaha kecil dan menengah dengan produk private label-nya. Namun kelemahannya seperti kualitas produk yang seringkali dipandang sebelah mata oleh pembeli.
Tradisi menghadirkan produk private label diperkirakan sudah ada sejak abad ke-19 di Amerika Serikat. Mulanya, produk tersebut diposisikan berkualitas tinggi namun dengan harga murah; lalu pada awal abad ke-20, banyak private label yang dibuat dengan kualitas rendah dan berharga rendah juga; dan periode selanjutnya, kembali menunjukkan kualitas yang membaik dan bahkan bisa bersaing dengan merek yang sudah dikenal (national brand). Di AS sendiri periode ini terjadi mulai 1990-an, yang juga diiringi tren menghadirkan produk private label berkualitas premium dan berharga tinggi. Di Amerika Serikat, merek private label yang terkenal seperti Simple Truth (Kroger), Great Value (Wal-Mart) dan Kirkland Signature (Costco).
Di Indonesia ritel pertama yang mengembangkan teknik ini adalah Hero Supermarket, dengan nama private label Hero Save (kini Hero saja) sejak tahun 1989. Sama seperti beberapa perusahaan di AS, Hero saat itu memiliki perusahaan produsen beberapa produk private label-nya yaitu PT Suba Indah, dan sempat mengembangkannya dengan intensif menjadi merek turunan seperti Nature Choice dan Reliance. Belakangan strategi ini diikuti perusahaan-perusahaan ritel lainnya di Indonesia, seperti berikut:
Alfamart/Alfa Express/Alfamidi: merek Alfamart/Alfamidi, Scorlines, Paroti (dahulu "A" dan Pas/Pasti).
Indomaret: Indomaret, Mr. Bread, Point Coffee, Prime Bread, Say Bread, Say Burger, Yummy Choice, Washoku Sato
Indogrosir: Larrist
Super Indo: 365, Care, Indo Organik, Indoculinaire
Yogya Group: Yoa
Hypermart: Value Plus, Hypermart
Ranch Market/Farmers Market: Day2Day
Lotte Mart/Lotte Grosir/Makro: Choice L, Prime L, Save L, Bubble Klin, Yak Sok, Belva, Franklin, Unitos, Refani, My Douche (dahulu Aro)
Robinson Mart: Ramayana
Giant (terdahulu): First Choice, Giant
Carrefour (terdahulu): Paling Murah, No. 1, Carrefour, Bluesky, Firstline, Harmonie, Carrefour Discount
Matahari Department Store: Nevada, Cole, Connexion, St. Yves, Details
Adapun jumlah dan ragam produk private label yang disediakan tiap peritel berbeda-beda. Carrefour dulu misalnya memiliki 2.000-3.000 jenis produk di bawah semua private label-nya, Indomaret sekitar 500 dan Alfamart memiliki 100.
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Private label - Wikipedia
A private label, also called a private brand or private-label brand, is a brand owned by a company, offered by that company alongside and competing with brands from other businesses. [ 1 ] [ 2 ] A private-label brand is almost always offered exclusively by the firm that owns it.
What is Private Labeling? The Complete 101 Guide for Beginners
Jan 16, 2025 · If you have a unique product, then a private label business can be a great way to start your own brand. Private labeling cuts down your manufacturing costs and prevents others from using your exact product.
40+ Private-Label Products To Sell in 2025 - Shopify
Nov 22, 2024 · Private-label products are great for brands expanding their product catalog for an established audience, building a new brand with unique products, or creating a passive income stream. In this guide, you’ll learn about the most profitable private-label products to sell and how to start your own private-label brand.
What Is a Private Label? How Private Labels Work in 2025
Nov 7, 2024 · Private labeling is selling a product manufactured by another company under your company’s brand name. Retailers often use private-label products to offer exclusive items, expand their catalogs, and undercut competitor pricing. Private-label products can be similar to existing products but with unique manufacturing specs.
What Is Private Labeling and How Does It Work? - business.com
Jan 13, 2025 · Private labeling allows you to outsource the manufacturing, sourcing, importing, shipping and other aspects of the supply chain to another company. Private labeling can help you gain access to the whole supply chain without requiring you to build your own networks.
What is a Private Label? Understanding the Basics - Ecommerce …
Mar 11, 2023 · In the retail world, the term “private label” is used to refer to any product made by a third-party, but sold under a company’s own brand. Private label manufacturers allow you to outsource the work involved with creating and packaging your product to another third party, so you can avoid the costs and complexities of producing your own products.
What is Private Label? Meaning, Examples, and How It Works
Aug 28, 2024 · Private label is a business model where a retail brand leverages the supply chain and production capacity of a third-party manufacturer to produce its own exclusive product. Private label means a retail seller putting its own branding on a product that is actually produced by another company.
Understanding Private Label: How It Works, Pros and Cons
Mar 10, 2024 · What Is a Private Label? How Does Private Labeling Work? Key Takeaways: Private label products are created by manufacturers for retailers and brands to put their name on. Manufacturers do the formulation and production work while brands or retailers focus on marketing strategies and choose packaging formats.
Private Label : Meaning, Work, Benefits, Examples & How to Start
Apr 7, 2024 · What is Private Label? A private label, also called private branding, is when one firm makes a product and another company sells and markets it under its name. It lets the companies sell unique items, grow their product selection, and compete with other brands.
Private Label - Ultimate Guide For Beginners For 2025 - Wonnda
Nov 25, 2024 · Private label refers to products created by one company and marketed under another company’s brand. This approach is often used by retailers to expand their product range, offer exclusive items, and remain competitive with pricing. For example, a private label skincare brand might sell a unique vitamin C serum.