Private-Label Strategy
“Private-label” (sometimes referred to as “retailer brand,” “own label” or “store brand”) means products that are commissioned, marketed, and owned by a retailer, as opposed to a manufacturer.
Simmons has built its private-label business strategy around the three core fundamentals of quality, service, and price. We strive to provide high quality products at a wholesale price below the leading national brands, generally enabling our retail customers to offer lower prices to consumers while retaining the potential to realize higher margins relative to national brand products. Simmons’ strategy is to be a manufacturer of high-quality private-label products based on nutrition, palatability, and quality standards that are comparable to leading national brands. We also believe that, from among all of the North American private-label manufacturers, Simmons offers the broadest selection of the leading sizes and types of containers and packaging configurations for use in private-label.
Simmons’ Operating Tenets:
- Satisfy the requirements of the ultimate consumer (i.e., dogs and cats)
- Provide a compelling value proposition to our retail customers through the potential for enhanced profit margins
- Manufacture the private-label wet pet food industry’s most comprehensive product program with the highest standards of quality
- Operate and maintain a low-cost, state-of-the-art manufacturing platform with a focus on innovation and new product development
