Global Private Label Brands - Exploring their Success

Written by

Picture of Gaurav Sood
Gaurav Sood

Partner - HimPharm

A Comprehensive and Well-Rounded Perspective

Below we dive into the success of Global Private Label Brands, offering a comprehensive and well-rounded perspective on the topic. From exploring the factors that contribute to their success to discussing the challenges they face, you will gain a deep understanding of the subject matter to understand the global brands mission driven approach. With practical guidance and insights, this article caters to a broad range of readers, providing them with high-quality information that addresses their diverse needs and interests.

In the dynamic landscape of global markets, private label brands have carved a significant niche for themselves. This article explores the success stories of both large and small/medium private label brands, shedding light on their names, extent, reasons for success, and approximate growth over the last 3 to 5 years.

In the modern digitally-driven retail landscape, branding matters more than ever. Shoppers demonstrate fierce loyalty to brands aligning with their self-image and lifestyle choices. Simultaneously, convenience and value have become baseline expectations thanks to ecommerce price transparency.

For consumer-facing companies, the path to rapid growth calls for balancing exclusivity with accessibility and quality without extravagance. An emerging class of global brands has cracked the code through private label partnerships with contract manufacturers and strategic suppliers.

By locking down sourcing, quality oversight and merchandising internally while outsourcing actual production, these brands channel resources into customer experience and brand building. The result? Seven sterling examples of global retailers using white label collaborations to redefine success over the past decade through laser customer focus.

Large Global Private Label Brands Taking the Centre Stage


Extent: AmazonBasics, a private label under the e-commerce giant Amazon, has become a household name globally.

Reasons for Success

  • Diversification: AmazonBasics covers a wide range of products, from electronics to household essentials, catering to diverse consumer needs.
  • Quality Assurance: The brand maintains a reputation for offering reliable, quality products, instilling trust among customers.
  • Global Reach: Leveraging Amazon’s expansive reach, AmazonBasics products are accessible to consumers worldwide.

Approximate Growth: Over the last 3 to 5 years, AmazonBasics has experienced exponential growth, expanding its product line and market presence.

Kirkland Signature

Extent: Costco’s private label, Kirkland Signature, has gained prominence in various categories, including food, household goods, and apparel.

Reasons for Success

  • Value for Money: Kirkland Signature is synonymous with providing high-quality products at competitive prices, attracting cost-conscious consumers.
  • Exclusive Offerings: The brand offers unique products, creating a sense of exclusivity and value for customers.
  • Retail Integration: Being a part of the Costco ecosystem, Kirkland Signature benefits from the retailer’s loyal customer base.

Approximate Growth: Kirkland Signature has witnessed steady growth, with its products contributing significantly to Costco’s overall sales.

Thrive Market - Thriving Small and Medium Private Label Brands

Extent: Thrive Market, a membership-based online marketplace, has gained traction for its private label products in the health and wellness sector.

Reasons for Success

  • Mission-Driven Approach: Thrive Market aligns with health-conscious consumers by offering organic, non-GMO, and sustainable products.
  • Member Engagement: The membership model fosters a community of like-minded individuals, contributing to brand loyalty.
  • E-commerce Prowess: Thrive Market’s online presence enables it to reach a broad audience seeking health-focused products.

Approximate Growth: With an increasing emphasis on conscious consumerism, Thrive Market has experienced substantial growth, expanding its product offerings.

Health Conscious Market segment
Online Platform for health and wellness


Extent: Brandless disrupted traditional retail with its online platform offering a wide array of everyday essentials.

Reasons for Success

  • Simplicity and Transparency: Brandless focuses on simplicity, offering products without unnecessary branding and maintaining transparent pricing.
  • Social Responsibility: The brand’s commitment to social causes resonates with socially conscious consumers.
  • E-commerce Convenience: Brandless thrives in the e-commerce space, providing convenience and accessibility to its customer base.

Approximate Growth: Brandless has seen notable growth, capitalizing on its unique approach to product branding and commitment to social responsibility.


One breakout star helping rebrand vitamins comes from California. Founded originally in 2015 as a subscription vitamin service for women, Ritual has expanded into a full health and wellness brand achieving explosive traction the past few years. Revenues reportedly exceeded $275 million in 2022 alone thanks to savvy influencer marketing.
But Ritual’s rocket growth traces directly back to its meticulously curated daily vitamin packs catering to men and women. The convenient AM/PM blister packs provide complete nutrition sourced transparently from third party manufacturers audited for ingredient quality and purity testing. By specializing totally in the user experience, Ritual built trust quickly.


Launched initially as a sustainable women’s fashion basics brand in 2010, Everlane has expanded into a one-stop shop carrying expanded categories from activewear to shoes, accessories and loungewear – all targeting ethical production methods at affordable price points. Revenues topped $250 million by 2021 as the focus resonated widely.
Behind the scenes Everlane collaborates closely with overseas factories to develop customize fabrics and designs under their own specifications while meeting stringent labor and environmental standards. Keeping manufacturing external lets marketing stay laser focused on showcasing transparency and spurring viral advocacy.


Founded in 2013, Naadam takes a similar “radical transparency” angle to sustainable cashmere production – sourcing Mongolian yarn made into perfect lightweight sweaters sold DTC online. Revenues have doubled yearly to exceed an estimated $50 million currently thanks to a lean operation and strong referral incentives.
By designing in-house but outsourcing manufacturing, Naadam dedicates resources fully toward customer communication and retention through initiatives like free shipping and free returns – leveraging affiliates to handle global fulfillment cleanly.


This better-for-you soda brand exploded since debuting in 2018 thanks to a loyal following won over by its prebiotic sodas promoting gut health and diverse flavor options. Olipop’s revenues now approach $150 million barely 5 years from launch.
While their in-house team handles ingredients innovation and recipe development, Olipop leverages co-packing facilities for efficient manufacturing their unique custom formulations – enabling focus to remain on creative, beloved flavors and fostering community.

Magic Spoon

Childhood cereal rebranded for the health conscious adult? It’s a simple concept from Magic Spoon that belies immense complexity executing behind the scenes. Launching in 2019 direct-to-consumer, their line of high protein, low sugar, grain-free cereals quickly amassed a cult following thanks to novel flavors and smart nutrition. Revenues hit $85 million in 2021, nearly doubling the previous year.
By designing flavors and recipes internal but outsourcing production, Magic Spoon fixates fully on silly branding and social content that helped sales multiply 10x during 2020 quarantines. Their growth affirms demand for nostalgia feelings with contemporary conversions.


This woman-owned startup launched in 2020 aims to revolutionize home Asian cooking through globally inspired flavor starters. Their starter sauce and seasoning packets eliminate ingredient overwhelm while honoring cultural cuisine integrity. Revenues exceeded $10 million in their second year post-launch thanks to clever tasting kits and chef collabs.
While their test kitchen handles recipe development, OMSOM leverages co-manufacturing deals to enable founder attention staying on community bonding and elevating cultural awareness around home-cooked Asian dishes.

Key Takeaways from the Success of Global Private Label Brands

These seven brands clearly illustrate how outsourcing production through private label partnerships allows staggering growth thanks to sharpened focus on customer experience, lifestyle branding and retention.

While their products, price points and global distribution methods may differ, a shared underlying commitment persists across these success stories in the form of recognizing one’s strengths – and leaning into them fully by letting proven contract manufacturers handle infrastructure. The growth results speak for themselves.

As competition mounts globally across sectors, learning from disruptors rewriting retail rules has become imperative regardless of company size and maturity.

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These statements have not been evaluated by the Food and Drug Administration. These products are not intended to diagnose, treat, cure, or prevent any disease.


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