Top 12 Private Label Brands Examples with Key Takeaways

by Stanley Nieh


Launching a new brand and making it profitable is a dream of every online seller. Once established, regular sales of branded products can make you rich in no time.

But many private label startups turn out to be nightmares due to many reasons. So, why not learn from the ones who have done it correctly?

In this exclusive article, we have brought the top 12 private label brands examples for you. You will learn what made them successful so that you can devise your own unique strategy to carve out your space in the ever-competitive world of e-commerce. 

Let’s start. 

What Is a Private Label Brand? 

A private label brand refers to a retail company’s name reselling a product from another manufacturer under its own brand’s name. 

It does not manufacture those products; rather it usually asks the original manufacturer to modify his existing product and give it a unique branded look.

The customers think these products are from an original brand. In some cases, they also feel that similar-looking non-branded products are copies of the original branded products. 

The modifications turning general items into private label products include but are not limited to the following. 

  • Putting a brand’s logo 
  • Special coloring 
  • Small changes to design and features 

Fast Fact: A similar concept is white labeling a product that does not require any customizations in the products. In this model, the products are sold under a brand name. 

Top 12 Private Label Brands Examples

Here are the top private label brand examples that you can learn from. The list is from different niches and platforms with no particular order. 

1. Buttoned Down

Buttoned Down is a formal clothing brand for men running on Amazon. It does not have a factory. So, it gets the clothing items manufactured from somewhere else.

Buttoned Down

It has divided its items into three categories – classic fit, tailor-fit, and slim fit to keep it simple. 

Every clothing item seems to have good sales as most products from this brand have a lot of reviews. 

What We Can Learn from Buttoned Down

  • Niche-specific (Men’s formal dressing)
  • Simple and attractive shop design 
  • Brand tags on every item
  • Shipped and sold by Amazon 

2. Smartly 

Smartly is a private label brand that sells everyday consumer products. Its products are only available at Target. Every product bears its logo in a simple yet appealing way. 


Target recently announced that it had acquired this brand. It is a sign of great success. 

A private label brand covered with a big retail brand like Target means crazy sales with less headache. 

What We Can Learn from Smartly 

  • Wide range of products 
  • Targets a huge audience
  • Exclusive presence on Target 
  • Branded packaging 

3. Stone & Beam

It is a private label brand that sells furniture and interior decoration products on Amazon. 

Stone & Beam

It seems that this brand sells a mix of products from different manufacturers under its single brand name. 

Interestingly, the products from this brand do not even bear its brand name or logo. Still, it gets a lot of sales. 

As a result, it can also add a general product related to its niche and sell it at a branded price. 

It has good and appealing visual content on Amazon, making it look professional. 

Moreover, you’ll find many similar-looking products that other sellers are selling at cheaper costs, but this brand is enjoying more sales at higher profit margins due to its reputation.

What We Can Learn from Stone & Beam

  • High ticket items
  • Uses Amazon EBC 
  • Sells even without the logo
  • Exclusive presence at Amazon 

4. Muttluks 

Muttluks is a great private label brand example that sells pet products. 


They are selling pet products that you can easily buy from Alibaba with private label options. So, they are most probably importing these products from China in bulk quantity and selling them in pet-passionate countries like the USA. 

One of their smart tricks, which you may also note on their website, is that they do not have all the products private-labeled. They only have a few products with their brand names and others are simply dropshipping products

As getting a product labeled requires more costs, they are selling the general items at branded pricing.  So, they make more money with less investment. 

What We Can Learn from Muttluks

5. Pinzon

Pinzon is a private label brand that exclusively sells premium products related to bath and bedding niches. It is owned by Amazon. 


The products from this brand do not have its logo or brand name. Rather, this brand leverages Amazon’s title to enjoy its authentic reputation. 

You may notice that some products from this brand show that they are shipped by Amazon and sold by another party that has China’s business address. 

So, these products are also sourced from third-party manufacturers. 

What We Can Learn from Pinzon

  • Amazon-owned advantage
  • High-ticket products 
  • Excellent presentation 
  • Good profit margins

6. Baggu

Baggu is an independent website selling a variety of products, mostly related to travel and home accessories. 


Here also, you will notice that although it is running as a reputable brand, it does not necessarily sell every product under its brand name. 

So, this brand may also be dropshipping along with selling private-label goods. 

What We Can Learn from Baggu

  • A mix of two different business strategies 
  • Eye-catching independent website 
  • Selected but attractive products 

7. OuraUSA

Oura is a brand that sells good luck and peace-promoting jewelry using Feng Shui as their karma. They have an independent website. 


Although the results of these bracelets and other items are questionable, they are still running a profitable business. 

Their detailed product descriptions lead them to rank on the first page of Google for relevant keywords, allowing them to get many orders. 

Although they claim that the products are designed by artisans in the USA, their products are most probably made in China. 

What We Can Learn from OuraUSA

  • Targets unique niche  
  • Very high profit margins 
  • Good search engine optimization (SEO)

8. Amazing Baby 

It is an Amazon-owned brand that sells baby products for boys and girls.

Amazing Baby

When you know that the products are covered by Amazon, you instantly think of them as quality products. That’s the powerful trait of private labeling that this brand is utilizing. 

These products have thousands of positive reviews. This gives us an idea of their high sales volume.   

What We Can Learn from OuraUSA

  • Heart-touching photos 
  • Uses Amazon EBC for attraction 
  • Leverages Amazon’s name to boost sales 

9. Blendjet

Blendjet is an excellent example of a private label brand. It sells portable juicer blenders that are easily available on websites like Alibaba


You can also find these products on B2C retail platforms like Amazon, Walmart, eBay, AliExpress, etc. at cheaper prices. 

However, this brand is selling the same product at a higher profit margin but with the original guarantee to enjoy brand loyalty at the same time. 

They also seem to knock out their competition by posing that only their brand is original – hinting at all other branded or non-branded portable blenders to be counterfeit. 

You may also notice that it has a single-product store that only sells portable blenders. 

So, it is possible that they had a good experience selling general blenders and decided to rebrand it with a catchy name to attract more sales. 

What We Can Learn from Blendjet

  • Decent and dedicated website 
  • Single product selling
  • Unique photos and videos 
  • Substantial changes to make products unique
  • Clearly visible logo for better brand promotion

10. Volta Charger

Volta Charger sells magnetic-related items that include magnetic cables, chargers, adapters, power banks, etc. 

Volta Charger

They are selling multiple related items but all of them are branded. If you check sourcing websites, you will find the same or similar products at very cheap costs. 

But the beautiful presentation of the products on the website shows that these products are exclusively branded for them.

Its logo is on the customized packaging, giving them additional trust and exclusivity. 

They provide 30-day money-back guarantees which shows their confidence in their products. This also appeals to the customers and helps increase brand recognition. 

They have also mentioned that they take part in charitable work to give a portion of their profit margins to society. 

What We Can Learn from Volta Charger 

  • Niche-specific website 
  • Branded packaging 
  • Emotional appeal due to charity 
  • Product add-ons for additional sales 

11. Better Back

This brand sells products solving back problems. It is a member of the private label list for many reasons.

Get Better Back

First of all, the brand also sells products on other platforms. It runs its own website where it enjoys full liberty to market products without external restrictions.

At the same time, it is also one of the top-selling brands on Amazon among posture correctors. It is using Amazon FBA to secure trust and increase sales. 

As many people have back problems, they are targeting a huge audience ; they are specialists in this field.

You can also notice that a simple posture corrector they offer has been one of the hottest dropshipping products recently. 

So, they are leveraging their brand name to even promote non-branded products as high-ticket items. 

They also managed to get funding on Kickstarter and Indiegogo for their products. 

Their website’s domain name is Getbetterback which includes their brand name and the related keyword. This is very good for SEO.  

What We Can Learn from Better Back 

  • A mix of e-commerce platforms
  • Unique photos and videos
  • Good SEO for a better online presence
  • As seen on TV products 

12. Amilliardi 

Amilliardi is a private label brand selling a selected range of products for new mommies. It sells quality diaper bags, activewear, and accessories. 


The most amazing part of this brand is that they invest heavily in a limited range of products. 

Each product bears the logo and looks of premium quality, including t-shirts. 

What We Can Learn from Amilliardi  

  • Selected niche-specific products
  • Decent independent website
  • More investment in brand placement
  • No compromise on quality 

FAQs about Private Label Brands

The following questions are frequently asked by aspiring entrepreneurs. These answers might also help you establish a strong private label brand. 

How to Start a Private Label Brand? 

Launching a private label brand should not be too difficult. It all relies on your commitment. 

The following simple steps can lead you to start a successful private label brand.

  • Identify your niche
  • Do a competitor analysis
  • Select a product 
  • Search private label manufacturers 
  • Discuss your product specifications and costs
  • Ask for a sample 
  • Place the order 
  • Finalize your marketing strategy and selling platforms
  • Write killer content with the right keywords for SEO
  • Explore and finalize the packaging ideas 
  • Provide excellent customer care

Which Platform Is Best for Launching a Private Label Brand? 

A good private label brand does not rely on a single platform. It leaves no stone unturned until it becomes successful. 

If you are just starting as a private label brand, it is advised that you focus on a single platform. Otherwise, you may get bogged down in the hefty platform charges (Amazon, Shopify, etc.).

Walmart is one such platform that does not charge a selling fee, unlike Amazon. 

Whatever platform you are using, you can use powerful social media for marketing. 

As a good brand always has its own dedicated website, it is advised that you include your brand name in the domain for better trust and SEO. 

How Much Does Launching a Private Label Brand Cost?

The major costs to launch a private label brand include the following. 

  • Product costs
  • Marketing costs 
  • Operational costs including platform charges
  • Fulfillment costs

It largely depends on the type of your products and your aspirations to grab your share in the market. A ballpark figure is $1000~$5000. 


All the famous or successful private label brands started from scratch. So, it is never too late to catch up with them. But you can always learn from the existing role models to achieve your goals with less time. 

That’s why we shared the top 12 private label brands examples so that you know what you need to do if you want to be one of them. 

Are you planning to launch your private label brand and want to source branded products from a direct manufacturer? Ask for a free quote today and let one of our experts guide you through every step. 

About the Author

stanley nieh ceo


Over 10 years of experience in foreign trade
Helped 2k+ clients improve their eCommerce businesses

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