White Label vs. Private Label vs. Wholesale

In this article
In this article

When it comes to sourcing products for your retail business, you may be wondering what the difference is between white label, private label, and wholesale products. In this article, we will be discussing the pros and cons of each option and helping you determine which one is the best fit for your business. With the right choice, you can have the perfect manufacturer for your products. Discover Wonnda as the best way to find the perfect manufacturer for your business.

White label

White label is the process of creating generic and standardized products that will be sold to multiple re-sellers or retailers. This generic product can be branded and sold according to your brand. However, the freedom in customization is very limited and is a matter of slight changes such as logos, colors, packaging, or marketing material. 

A white-label product is typically mass-produced by a manufacturer and sold to retailers and other distributors for them to rebrand and sell to the final customers. This process does not allow any customization in the production process, and the differentiation is completely in the hands of the marketing team of the final brand.

Pros of white label

  • The faster production process, when compared to private label, as the production line in the factory is already set and does not need to be customized
  • The cheaper production process overall, since there are no customizations, and the manufacturer can produce bigger quantities at once and distribute over the many retailers and other members of the supply chain
  • With the lower MOQs, as the production is already going and being sold to different retailers, you can buy a lower quantity to get started
  • A big range of manufacturers is available at wonnda.com for you to choose from
  • Easier and faster to get samples, as the manufacturers can send you one of the already existing samples for you to test

Cons of white label

  • Less control over the production process, including fewer available customizations, means more people can sell almost the same product.
  • The brand is completely responsible for branding, forcing you to use marketing to differentiate your product and make people buy it instead of the competitors, which might be difficult when coming from a small brand that is not so well established in the market.
  • The brands are also liable for any problems that customers might have with the product, even though they are not included and have no power over the production process.
  • Sometimes, different countries have different regulations regarding the same materials or formula and production process, so selling a product produced in another country with less strict regulations might have implications for the retailing brand.

Private label

A private label corresponds to a manufacturer who creates customized products for third parties to sell under their brand. In other words, the manufacturer gives you the freedom to choose the formula, customization, or design of the product they manufacture for your brand. This personalized product will be sold exclusively by the retailer/re-seller who ordered the product. You get ease in production while being able to do small customizations in your packaging and formula.

Private label production is the best of both worlds. You can easily produce a “generic” product, with the option to make customizations and make your product unique. In other words, the machinery for the production is already set, making it easier and faster to produce and also giving lower minimum order quantities while allowing you to personalize some aspects of the product.

Pros of private label

  • The best of both worlds: the cheap side of production while being allowed to make a few customizations in the formula, packaging, size, etc.
  • The list of manufacturers available to produce your product is huge, and Wonnda can help you find the best one.
  • Lower MOQs when compared to contract manufacturing, for example.

Cons of private label

  • The production can take longer than a white label, as the process sometimes has to be customized for your product and the machinery has to be adapted.
  • It can take longer to produce because of the customizations
  • As the customizations are being made and the machinery in the factory is being adapted for your product, the back and fourth sampling process can be time-consuming and sometimes costly for the brand


Wholesale is the category of the distribution process in which a big brand will intermediate the supply chain process by buying from multiple manufacturers and accumulating all the products in a big warehouse-like store to make it easier for retailers to buy smaller quantities to brand a sell for the final consumer. In general, it classifies as the sales of goods in bulk for either a big or a small retailer to make the goods available for the final consumer.

Pros of wholesale

  • There are no minimum order quantities, or they are extremely low, as the wholesale already bought the minimum quantities necessary from the manufacturer, anyone can go into the warehouse and buy as little or as much as they need. For example, if you’re producing flip-flops, the MOQ of the manufacturer might be 500 units, but in a retailer, you could buy only 5 to sell in your store and come back for more once they sell out.
  • They facilitate the process for retailers since it does not involve negotiation, samples, orders, or deliveries. The retailer can go there, see the product and buy it with no stress.
  • It’s usually closer to cities than manufacturers and allows retailers to come by with a car and leave with the goods, whereas the manufacturers might even be in another country, and all the communication must be done through phone or email, which brings more barriers into the equation

Cons of wholesale

Create your private label product line with Wonnda – the European platform for white label, private label, and contract manufacturing

Are you interested in producing your private label products in Europe but don’t know how to get your production up and running? Whether you’re an aspiring startup entrepreneur with an innovative product idea or an existing retailer looking to diversify your assortment with your products, launching your brand through a private label or contract manufacturing could be just the step you need to take your business to the next level.

Here at wonnda, we work with top European producers for private labeling and contract manufacturing. The first step in getting your product to market is probably the most crucial – finding the right production partner for your project. The great advantage of wonnda.com is that you can let us do the heavy lifting. Just tell us quickly about your project or product idea. We will then approach the most suitable producers for your project and connect you with them. Sounds interesting? Then fill out the form!

Create your next product line with Wonnda

Our platform lets you source, launch, and scale your product line with over 250 trusted European suppliers. So whether you’re looking to request products from our private label catalog of over 1,500 items or develop custom products from scratch, Wonnda has everything you need to get started. Best of all, it’s free to start today!

Set up your account in less than 3 minutes and begin your journey with Wonnda. Unlock endless possibilities for your business, bring new products to market and streamline your sourcing process from idea to launch on one single platform.

About the author
Alice Pegorin
Alice Pegorin is a talented writer and a world-citizen who was born and raised in Brazil. In 2019, she moved to Lisbon, Portugal to pursue a BSc in Marketing and Advertising at IADE-UE. Following her passion for business management, Alice moved to Berlin, Germany in 2022 for her Erasmus semester at UE-Germany, where she completed her studies. Alice is a curious and open-minded individual who adapts easily to any environment. She enjoys exploring new cultures and experiences, and is always eager to learn. Currently based in Berlin, Alice travels to Portugal from time to time to visit friends. Her passion for writing and business management makes her an invaluable member of our team at Wonnda, and we're thrilled to have her on board.
Join 2.500+ brands sourcing with Wonnda
By signing up, you are accepting our terms & conditions and privacy policy.