Some brands are changing the way they view private labels—and it could reshape their product strategy. Online subscription service Bespoke Post has more than doubled its private label portfolio from two to five brands in recent years, with owned brands—including rugged apparel gear by Line of Trade and travel bag maker Halfday—contributing more than 50% to its total sales. “I think in the past, private labels felt more like what the big box retailers were doing, where it was just like a low-cost alternative, whereas what we’re trying to do is create actual brands that have a point of view and a brand ethos, and they’re distinct,” Bespoke Post Founder Rishi Prabhu told Retail Brew. The trend isn’t limited to subscription boxes; some other brands are also doubling down on apparel in private labels. This year, boho chic fashion brand Anthropologie spun its private label brand Maeve into a standalone brand thanks to its growing popularity. Fashion platform Stitch Fix also told Retail Brew recently that it will be headlining its private label offerings this holiday season, betting that shoppers will be drawn to their mix of quality and value. Target saw early success within retail private label brands decades ago, particularly in apparel, and continues building that portfolio today. In February 2024, Target launched Dealworthy, a budget-friendly private label brand including apparel. Target’s owned brand portfolio—spanning food, wellness, and other categories—generates over $30 billion in annual sales. Even Nordstrom saw success with its women’s apparel private labels last year. Keep reading here.—VC | 
