Taking private label into the crossover realm of proprietary brands is a strategy paying big dividends to mass merchandisers. This is where the excitement resides in nonfood private label development. Celebrity endorsed labels and brand name exclusives are capturing consumers' attention and dollars within the mass discount channel. At the same time, it has bolstered overall nonfood private label sales off set by last year's somewhat lackluster performance turned in by the food and drug ...

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