Private labeling is a retail practice where a company sells products under its own brand name, but the products are manufactured by another company. This allows retailers to offer unique items that are not available under other brands, often at a lower cost. The retailer controls the branding, packaging, and marketing of the product, which can help build customer loyalty. Many grocery stores and retailers, such as Costco with its Kirkland Signature brand, utilize private labeling to provide quality products at competitive prices. This strategy can enhance profit margins and create a distinct identity in the marketplace, appealing to consumers looking for value.