Private label brands are not owned by a manufacturer or a producer but by a retailer. These brands are produced by contract manufacturers and are sold exclusively in the stores of the owner retailer. They are distributed by all stores belonging to the owning chain, and a significant share of shelf space is dedicated to them. Initially, only mass merchandisers have private label brands, but it is expected that other channels will launch new ones.
For sake of simplicity, all private label brands start with the letter X (XILO, XIBU, …) and appear as “PLB” in the simulation charts and graphs.