In modern retail, the term Private Label (PL), or store brand, refers to a product marketed under the name of a supermarket chain, retail group, or proprietary brand, but manufactured by a specialized producer.
For companies like Fass, which operate as industrial partners for large-scale retail chains and international brands in the home cleaning sector, Private Label is a well-established model of collaboration. In this framework, value lies in the ability to translate market needs into reliable, scalable production solutions.
In recent years, Private Label has become a strategic component of many retailers’ offerings. It is no longer simply a lower-cost alternative to branded goods, but a tool for positioning and customer loyalty.
A fast-growing market
In Italy, the penetration of Private Label products has grown steadily over the past few years.
According to industry analyses, as reported by Valerio De Molli, Managing Partner and CEO of The European House – Ambrosetti and TEHA Group, the total value of store-brand products exceeded €31 billion in 2025, accounting for roughly 30% of the fast-moving consumer goods market.
Just a few years earlier, the market was significantly smaller: in 2024, Private Label sales were worth around €26 billion, with a share close to 32% within large-scale retail.
If all these sales were attributed to a single company, it would rank among the largest industrial players in the country by revenue.
Despite this growth, Italy still lags behind other European markets, where Private Label can account for 40–50% of total market share. This makes it one of the most dynamic segments within modern retail.
The role of the manufacturer
Behind every Private Label product is a manufacturing company providing technical expertise and production capacity.
The manufacturer’s role goes beyond simply making the product. At Fass, for example, this means contributing across multiple stages of the process, supported by in-house production management and strong vertical integration. This approach ensures greater control over quality, lead times, and consistency of the finished product.
In many cases, the relationship between retailer and manufacturer evolves into a strategic partnership, combining industrial know-how with market and consumer insight.
How a Private Label product is developed
The creation of a Private Label product typically follows several key stages:
- Market analysis
The retailer or brand defines its assortment needs: price range, product features, target audience, and competitive positioning. - Product development
The manufacturer designs a new product or adapts an existing one, selecting the most suitable materials, components, and production processes to meet the required objectives. - Prototyping and testing
Prototypes and samples are developed to verify performance, functionality, and compliance with technical and regulatory standards. - Industrialization
Once the final product is approved, large-scale production begins, with a focus on process optimization, efficiency, and quality control. - Branding and packaging
The product is then launched under the retailer’s or proprietary brand, fully aligned with its visual identity and commercial strategy.
An increasingly widespread model
Today, Private Label is a well-established model across multiple sectors, from food to home care and personal care.
Industrial paths such as that of Fass demonstrate how collaboration between retailers and manufacturers can evolve into structured, long-term partnerships capable of supporting the development of reliable product ranges aligned with brand strategies.
