Private Label Preferences Bullying Brands

September 2004
Home Textiles Today;9/6/2004 Supp 25th Anniversary, p86
Trade Publication
The article discusses various issues related to branding in the home furnishings sector. Branding centers on product exclusivity and, as a result, varies from retailer to retailer, suppliers of home textiles products are being forced to juggle the individual needs of various stores and create private-label offerings to maintain those relationships. According to Robert Passikoff, president of Brand Keys Inc., a brand and customer loyalty consultancy based in New York, this trend has a bleak ending, eventually translating into the omission of the middleman, home textiles suppliers.


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