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Usually the good private label products are really just rebranded excess supply from the branded producer.

Really? I think you'll find that most private label products are manufactured by companies that are dedicated to only the private label business, though the same product is often labeled (branded) with different private labels, depending on who the retailer is and where the products are sold.

One company that seems to be successfully ploughing ahead with it's own private label is Target. Whether Wal-Mart customers, and investors, might consider changing their allegiance might depend on Target successfully selling their private label goods in copious quantities below Wal-Mart's price points. Unlikely, I think, but perhaps it could happen.
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