"This hat might be sold as a private-label brand, with the store's label sewn into it, for $300 or so."

An economy category, which includes mainly private-label and store brands, has a butterfat content of about 10 percent.

This essentially gave Kmart a private-label brand in the value category for household goods.

Several exclusive and private-label brands have been sold by Goody's.

Some of the incursions come from the discounters' own private-label brands.

Times like these make private-label brands even more appealing to retailers.

Nearly all of the sales of Furniture.com, for instance, are attributable to private-label brands.

But in the store, they will look no more like hers than any private-label brand.

Perhaps most important, the private-label brands can also be much more lucrative for the department stores.

And the chain this fall is adding plus sizes for boys to its private-label brand.