Branded

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To brand or not to brand? And if you do brand, do you do your own or somebody else’s? These are the questions retailers are always asking, never more so than today as they strategize to make their merchandise mixes appealing as well as proprietary. The new management at Bed Bath & Beyond has decided what they call “owned brands,” but the rest of us might just call private labels are the way to go, introducing six so far this year with more to come. Here are details on their three latest intros with an analysis of what they hope to accomplish. Is it Smart…or Stupid? It’s going to take time to see the outcome.

More details in my new Forbes.com post: https://www.forbes.com/sites/warrenshoulberg/2021/06/02/how-bed-bath–beyond-is-using-new-house-brands-to-bring-in-billions/?sh=29f5c85d75fe

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