Private Label Consulting A/S was established in 2009, as part of a Ph.D. dissertation with the University of Southern Denmark. The dissertation covers private label in general and with particular focus on the organisational challenges that companies face with respect to private label versus brands. The retail- as well as the supplier side are covered in this dissertation.

The thesis is that private label and brands are very different concepts, but the reason for success or failure is often found in the organisational handling. 

The background for the website should also be seen from the paradox that private label sales today constitute up to half of groceries in the most developed markets with constant growth, and yet private label is extremely poorly described in the theoretical World. This website is a collection of the written litterature currently available.