You deal directly with your suppliers and sources.
With private branding, you create your own unique image, which begets a marketing identity and promotes stronger customer recognition and loyalty.
The packaging and labels are tailored to meet the private label owner's specifications, including product name, description, company's logo and contact information.
Private labeling gives you more control over pricing, marketing, sales and distribution.
Sales of store brand are often more profitable than those of national brands because private label items are (usually) cheaper to make. (It's a given that the lower your expenses, the higher your profits will be).
Private label allows the retailer to get the styles a customer is looking for in stock or quickly acquired, and ready to ship.
Specific private label products are available only from the retailer - that is to say, customers can't go onto another website or into a store and find the specific private brand product name that you have.
It is YOUR 'brand' name that is identified with the product.
Private labels make it harder for competitors to match and price check similar products.