By and  on September 19, 2017

What do you do if you’re a mass-market retailer looking for the next trendy, niche brand? Make one yourself — just don’t call it a private label.

The term tends to conjure up visions of generic knock-offs of popular brand-name products — but those days are over. Mass retailers from Target Corp. and Wal-Mart Stores Inc. to CVS and Walgreens Boots Alliance are unleashing a slew of house brands that look more like power labels than generic house lines.

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