Costcutter to launch 'independent' own-label ranges

Costcutter: set to unveil own-label ranges
Costcutter: set to unveil own-label ranges

Costcutter is preparing to launch three tiers of own-label ranges encompassing up to 700 products, under an "independent" brand name.

The three own-label ranges will be called Independent, Independent Specialist and Independent Trader, after Costcutter trademarked the brand names with the Intellectual Property Office.

Each brand will use the same logo that has also been registered, which features a paper shopping bag with the word "Independent" on it.

Ian Bishop, marketing director at Costcutter, said: "Our independent retailers need an own-label range that is compelling and competitive.

"The Independent range will achieve this both through its range and appeal, as well as through the significant levels of investment that we will be putting behind it. Our aim is to define a new standard for symbol group own-label brands."

The retail franchise is moving into own label as the supermarkets come to blows over their increasingly important own-label ranges. 

Sainsbury’s chief executive Justin King has hit out at Tesco for including own-label products in its price-promise scheme, after questioning "how on earth one truly and fairly compares own label".

Costcutter’s focus on own-label products comes as the company invests more resources into bolstering its portfolio of brands.

In September, the Costcutter business hired Emily Lawley as digital executive and Jennifer Steel as a marketing executive, both of whom are working across all the company's brands.

The other brands include Rhythm & Booz and Kwik Save, which Costcutter decided to resurrect after the original business stopped trading in 2009.

Lawley joined from Visit Scotland and is tasked with driving forward the business's online activities via social media and the creation of new brand-specific websites.

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