What do you call merchandise that bears the name of the retail store where it is sold?

Merchandise that bears the name of the retail store where it is sold is referred to as Private Label. This concept involves products that are produced by one company but are branded under a retailer's name. Retailers often use private label products to establish a unique identity in the marketplace and enhance customer loyalty. These products can provide higher margins compared to national brands, as retailers have more control over pricing and marketing strategies.

Private label goods are typically positioned to compete with established brands, often delivering a similar quality at a lower price point. This strategy allows retailers to differentiate themselves from competitors while meeting the specific needs and preferences of their target market. Utilizing a private label also enables the retailer to create a cohesive brand image, especially when the merchandise aligns with the overall theme or mission of the store.

Niche markets, mass markets, and brand extensions represent different strategies and concepts within retail, but they do not specifically refer to products branded with the retailer's name like private label does.