Private Label
Learn more
Buyer's guide
The Private-Label Buyer's Guide.
How minimum orders are actually built, what private label does and does not cover, and how to structure a first order that survives being wrong.
The Private-Label Buyer's Guide.
An MOQ is three numbers, not one
The product minimum is often low, because setup is a changeover rather than a mould. The packaging minimum is the one that bites: a print run costs about the same to set up for 500 boxes as for 5,000, so printers quote in the thousands. The third is shipping - not a minimum exactly, but freight per unit on a tiny order is high enough to matter. Separate the three and the conversation changes from 'lower your MOQ' to 'can we use stock packaging with a printed label first', which is a question a factory can say yes to.
What private label actually covers
Your branding on the product and its packaging: laser engraving into coffee wood, print on hang tags, labels, sleeves and boxes, plus barcodes and warning text. What it does not automatically include is exclusivity. For a genuinely custom design that you brought, exclusivity is reasonable and should be in writing. For a catalogue item it is not on offer, and a supplier who implies otherwise is setting you up for a difficult conversation later.
What a sensible first order looks like
Small enough that being wrong is survivable. Mixed rather than deep, because three products at modest quantities produce more information than one product at triple the volume. Real packaging executed cheaply - a stock kraft box with a well-designed printed label beats a badly-designed custom box at a fraction of the cost. And photographed properly, because that is what most affects conversion and where first-time brands most often under-invest.
The sequence that works
Product recommendation, then samples, then a small trial order, then a private-label launch of whatever earned it, then scale. Most founders want to skip to step four. The ones who do usually end up with a warehouse full of the wrong size.
Questions worth asking any supplier
What is the product minimum separately from the packaging minimum? Can we use stock packaging with a printed label for the first run? Is product photography included with production orders? Which documents will our destination require, and who prepares them? Can we see a physical sample before committing to production? That last one is not negotiable - if a supplier wants a production commitment before you have held the product, walk away.
Related
Pet Brand Startups
Learn more
Want this as a PDF?
Tell us where to send it and we will email the current version, plus the size chart for your market.