What is private labeling?
When you private label a product, you buy it from a supplier and rebrand it completely with your own business identity. Unlike big brands like Coca Cola or Philips that manufacture their own products, private labeling allows you to test products with your target audience first. Once you identify a winning product that performs well on your webshop or bol.com, you can apply your own branding - including colors and logo. Store brands from supermarkets are a great example of this business model.
Why choose private labeling?
- Brand recognition and word-of-mouth advertising: Private labeling builds brand awareness so customers remember your business name instead of the generic product name sold by competitors.
- Customer trust: Professional logos and design establish credibility with your target audience compared to generic products.
- Increased profitability: Once established, customers are willing to pay premium prices for your branded products versus unbranded alternatives, which improves your sales performance.
How private labeling works: 5 tips
1. Consider private labeling costs
Private labeling requires time and financial investment. Registering your brand through official channels takes two to three months and costs start at €244. In addition to registration, you need to budget for product branding, packaging design, and potentially your own webshop (not necessary if you only sell on bol.com).
2. Define your brand identity
Develop your complete brand story and identity. Creating a brand book that documents your brand story, color palette, logo, and typography ensures consistency in all your marketing materials and supplier collaborations.
3. Private label your packaging
When selling through bol.com, your product or packaging must display your branding. Additionally, you need to obtain a unique GS1 EAN code through official registration for your product packaging.
4. Build long-term supplier relationships
Get in touch with your supplier before launching to discuss customized packaging options and associated costs. This establishes a sustainable partnership where both parties benefit from clear communication and realistic expectations.
5. Launch your private label
Your branded product eliminates direct price competition with other generic sellers. You can implement creative advertising campaigns and strong SEO optimization to rank higher in bol.com search results based on your unique brand value.
Private labeling represents the future of e-commerce success, and offers benefits for both independent webshops and bol.com marketplace sellers.
