Why Private label?
Private labels, or storebrands, have overcome the image of just being a low cost alternative to the national brands. Private label has become an excellent alternative to the leading industry brands with quality at parity with the leading brands. The price of a store brand razor to a consumer is significantly lower, but the quality is at parity with the A-brand.
But also the retailer benefits. He has a much higher influence on the price strategy on his own shelf with a private label. He can "tailor make" packaging in the look and feel of his own formula and at the same time increase his quality image too the audience with qualitative products.