Davis Masten — 30 August 2005
Not so Private Label
On the radio yesterday I heard a Target ad for Boots. Not the kind of boots you wear, but rather the Boots that is a major retailer of drugs, health and beauty in the UK.
Target presented Boots as "the largest health and beauty brand in the UK," now available at Target. Ironically, Boots is more like Rite Aid or Walgreen’s than Clinque or Aveeda. But Target is shrewdly using the panache of Boots' British heritage to turn this private label into a major international brand. This is one more evolution in retailers' continued drive to redefine private label branding. With Boots, Target shows once again how they are leading this transformation.
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