Private Label Is Dead. The headlines proclaimed this just a few years ago. In one specific case, an activist investor sought to protect Target from the danger of their failing portfolio by forcing them to exit the business. It seemed like every retailer was leaving the space, or at least considering it.

Yet today we see new headlines announcing private label deals by the dozen. Clearly, the doomsayers were missing something. Understanding the reasons why they were so wrong can be instructive for understanding other hype cycles that affect this business.

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