Private label
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German: Eigenmarke Also known as: Handelsmarke, Hausmarke, EM
A brand owned by a retailer and only sold there, such as aro and Fine Life at Metro.
A private label (own brand) is sold under the retailer's name rather than the manufacturer's. It is usually produced by a brand manufacturer on contract, priced below the well-known brands and only available from that retailer.
On wholesale invoices and price lists private labels often appear only as abbreviations: Metro prefixes items with “ARO” and “FL” (Fine Life), other wholesalers mark them with “EM”.
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