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Private label products
Private label means selling a product made by another business under your own brand. You choose a product and supplier, then check the quality, costs and rules before committing to stock.
Open the interactive guide (checklist, video, read-aloud) →In plain words
- You sell a product made by another business.
- You sell it using your own brand.
- First, learn what customers want.
- Check samples, costs and product rules.
- Start with stock you can afford.
- Sales and profit are never guaranteed.
Who it suits
Suits someone interested in product research, branding and managing suppliers, and who can afford to have money tied up in stock. Start with a product idea you can research carefully rather than ordering a large quantity straight away.
People pay for products that meet a need, feel reliable and are easy to buy. A clear brand and careful product choice may help customers understand why your product suits them, but they do not guarantee sales.
Step by step
- Choose one product and one customer. Write down what the product does, who may buy it and why they might choose yours. Keep the idea specific enough to research and compare. About 30-60 minutes.
- Research similar products and prices. Look at competing products, customer feedback and likely selling prices. Make a list of unanswered questions, such as what customers dislike or what affects delivery costs. About 1-3 days.
- Ask suppliers for product and cost details. Find possible suppliers and ask about product options, minimum order, sample costs, lead times, branding and delivery. Treat each quote as specific to your proposed product; do not assume another product will cost the same. About 1-2 days.
- Order and check samples before a production run. Compare the sample with your written requirements, including quality and packaging. Note any problems and ask the supplier to clarify them before you agree to a larger order. About Several days to a few weeks.
- Work out the full budget. List sample and stock costs, packaging, delivery, selling fees, returns and promotion. Keep some cash aside for costs you did not expect, and check how long your money may be tied up in stock. About 1-2 hours.
- Ask for product documents and test evidence. Ask what documents and test evidence the supplier can provide, and keep copies. In Great Britain, selling a product under your own name or trademark may make you responsible as its manufacturer, including having enough information about its design and production. GOV.UK About 1-3 days.
- Check the rules for your product and market. Check the requirements for the exact product and the place where you will sell it before ordering stock. In Great Britain, whether CE marking can be used depends on the product and the applicable rules; check the guidance for your product. GOV.UK About 1-3 days.
- Agree the brand, description and packaging. Confirm the brand name, product description and packaging details with your supplier in writing. If it is food, check food-safety, labelling and trade-law considerations for the market you plan to serve. ensun About 1-3 days.
- Begin with an affordable order and review it. Order an amount you can afford to hold, then record actual costs and customer feedback. Use what you learn to decide whether to change the product, reorder or stop. About Order and delivery: days to weeks; review: 1-2 hours.
Your first 15 minutes
Choose one product idea, compare similar offers and send three suppliers a short request for samples, product documents, order quantities and a full quote.
The money
Add the full cost of each unit, including production, packaging and delivery, then include selling fees, expected returns and promotion costs. Compare your planned price with similar products and check whether it leaves enough to cover overheads and tax; do not treat sales revenue as profit.
Example only: £300 sales in one week − £180 stock, packaging, delivery and selling costs = £120 before tax and other overheads. €300 sales in one week − €180 costs = €120 before tax and other overheads. These figures are illustrations, not a forecast.
The rules
You can sell private-label products in the UK and Ireland. Product-safety, tax and consumer rules depend on what you sell and where you sell it. Check the exact requirements before you order. There is no general private-label product licence.
UK and Northern Ireland
- Tax and Self Assessment. The first £1,000 of trading income in a tax year is covered by the trading allowance. This is gross income before expenses. If your income is above the allowance, tell HMRC. If you need to register for Self Assessment, the deadline is 5 October after the end of the tax year. GOV.UK Tax Help for Hustles GOV.UK
- Product safety. In Great Britain, your responsibilities depend on the product. If you put your own name or trademark on it, you may be responsible as its manufacturer. This includes having enough information about its design and production. Northern Ireland has different product rules. EU Regulation 2023/988 applies to covered consumer products, and a responsible economic operator must be in place. Their details must appear on the product, packaging, parcel or an accompanying document. Check the requirements for your product before you order. GOV.UK GOV.UK
- Online consumer sales. For many online sales, customers have 14 days to cancel. There are exceptions. Before the contract, give customers the required information. If cancellation rights apply, make the cancellation form available. Tell customers if they must pay return costs. They should send returns within 14 days of cancelling. Refunds are due within 14 days of receiving the goods or proof of return. Unless you agree otherwise, deliver without undue delay and within 30 days. Check the rules and exceptions for your product. UK legislation UK Government guidance
- Advertising and customer data. If you post commercial or affiliate content on social media, label it clearly, for example “Ad”. If you handle customer details, use the ICO self-assessment tool to check whether you need to pay a data-protection fee. There isn't one rule for every sole trader. ASA ICO
- Product licences and insurance. There is no general business licence for private-label selling. Your product may still have specific requirements. Check with the relevant regulator. Consider insurance that suits your product and business.
Ireland
- Tax and Revenue. If you are a PAYE worker, register for self-assessment using Form 11 if your taxable non-PAYE income is over €5,000 or your gross non-PAYE income is over €30,000. If your income is below those amounts, declare it on Form 12 through myAccount. Check your position with Revenue or an adviser. Revenue
- Business name. If you trade under a name other than your own, register the business name with the CRO. Online registration costs €20. CRO
- Product safety. If you sell covered consumer products in Ireland, you must make sure they are safe and meet the applicable requirements. Products placed on the EU market must have a responsible person in the EU. Their details must appear on the product, packaging, parcel or an accompanying document. Give customers the information they need to use products safely. Have systems to identify risks and monitor complaints or incidents. If a safety issue arises, you may need to take corrective action. You must notify the CCPC without delay. Some products, including food, are outside the General Product Safety Regulations and have separate rules. Check which rules apply to your product. CCPC CCPC
- Online consumer sales. Before an online sale, give customers your business name, physical address and contact details. Give them product details, the total price and any applicable cancellation information. Explain the cancellation right and timescales, and provide a cancellation form. For many goods, the 14-day cooling-off period starts when the customer receives them. The customer must tell you within that period and then has another 14 days to return them. Refund the customer within 14 days of being told about the cancellation. You can wait until you receive the returned items. Use the same payment method unless the customer agrees otherwise. Some personalised or made-to-order products are exceptions. CCPC CCPC
- Advertising and insurance. If you post commercial or influencer content, label it clearly, such as “Ad”. Consider insurance that suits your product and business. If you are unsure whether your product has extra rules, check with the relevant regulator or an adviser. CCPC
Checked against official sources: 22 October 2026. Not yet reviewed by a qualified tax or legal adviser. General guidance, not legal advice. Check the official link beside each point before you start.
Common mistakes
- Ordering a large quantity before checking a sample.
- Forgetting delivery, selling fees, returns or packaging when setting a price.
- Assuming a supplier’s assurances are enough to meet product rules.
- Choosing a product before researching customers and competing products.
- Treating sales income as profit or spending all available cash on stock.
AI-made demonstration: this module has a 20-second street-chat video in the interactive guide. The presenter and the people in it are computer-generated, not real people.