2026 Agenda

Private label is one of the most powerful strategic assets available to retailers, yet in many organizations it remains treated mainly as a purchasing tool or a price lever. This paradox reflects deeper organizational dynamics that shape how retailers think about brands, pricing, and value creation. 

Drawing on the experience of Coop Italia, this session explores how private label can evolve from “own label” into a true retailer brand. The presentation examines the hidden cultural and organizational biases that influence internal decision-making—often limiting the strategic development of private label despite its potential. 

Through examples and strategic reflections, the session invites retailers to reconsider the internal mindset and company culture that determine how private label is designed, positioned, and managed within the broader retail brand architecture.