Product Focus The Future Of Private Labeling
By Elaina Hundley As the brick-and-mortar retail market grows more and more competitive, stores need new ways to set themselves apart. Developing a private label collection can help solidify a store’s brand identity and offer patrons a product they can’t find elsewhere. One of the keys to creating a successful private label program and building a recognizable brand is finding the right manufacturing partner. We’re highlighting companies that employ innovative techniques to help retail partners curate unique private label line-ups and ultimately define their brands.
1 Brooklyn Bedding As both a manufacturer and retailer, Brooklyn Bedding holds a unique position in the mat- tress industry. Since the brand runs a combi- nation of brick-and-mortar stores in addition to ecommerce channels, it not only provides retail partners with solutions, but also has a deep understanding of the different kinds of oppor- tunities and challenges retailers face. Brook- lyn Bedding approaches new partnerships by working with retailers to identify areas for growth within their current assortment and the needs of their business, then produces a cus-
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tomized private label product that meets those identified needs. In addition to offering product exclusivity to retailers, the company offers the added advantage of on-demand production and free shipping. Touting its vertical integra- tion on the manufacturing side, Brooklyn Bed- ding is able to respond quickly and adapt to its partners’ evolving requirements. The brand consistently strives to create an effortless pri- vate labeling experience for retailers that ad- dresses the wants and needs of their custom- ers and the demands of their business.
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2 Malouf
Bringing a consultative approach to private la- bel partnerships, Malouf creates every piece of the product journey in-house, from product development and production to warehousing and logistics to marketing and customer ser- vice. The brand began taking on a wide range of sleep product private label projects seven years ago. As time has gone by, the company’s reach and expertise has steadily grown—its wide scope of products and industry knowl- edge makes the brand a desirable partner. Due to the popularity of its private labeling programs, Malouf now has fully developed design, copy, imagery and video teams that can handle any project with a swift turn- around. The brand prides itself on its strate- gically located warehouses that make order fulfillment seamless and ensure that partners receive product within two days of order sub- mission. Malouf is able to serve retailers large and small with container-direct programs and its 500-unit minimum private label programs. A private label partnership with Malouf can help retailers protect their pricing and brand integrity, differentiate their product offering and streamline inventory.
14 Sleep Retailer / Summer 2019
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