Private Label8 min read
Private label is on the rise: these four trends explain why
U.S. private label sales hit $330 billion in 2025. Here are the four trends driving the growth, and what they mean for CPG brands and manufacturers.
Read more →Private Label Partner
We secure private label opportunities that supercharge retail growth.
Private label at Walmart and Sam's Club is not a simplified version of branded business. Instead, it is a different conversation, with different stakeholders, different timelines, and a different path to the shelf. We commercialize opportunities for suppliers from the first introduction all the way to a live program: benchmark samples, RFPs, costing analysis, and the relationship management that keeps a program in place for years, not one buying cycle.
~35%
Of NNG POS revenue is private label
PLMA Partner
Official partner of the Private Label Manufacturers Association, tracking where control brand is headed next.
Why Private Label Is Different
Private label used to be won on cost alone. Now, across retailers, it's much more complex.
Costing, Reliability & Quality
Quality and reliability build a credibility story that can't be undercut on price.
Supplier Exposure Through Our Network
Qualified suppliers get in front of sourcing managers who don't know they exist.
Branded & Private Label, Negotiated Together
A category gap becomes a jump ball for branded and private label together.
A Program That's Hard to Unwind
Relationship credibility that's just as hard for a competing broker to replace.
What We Do in Private Label
From introduction to live program. One team, start to finish.
01
Sourcing
Supplier Sourcing & Capability Matching
We identify and vet suppliers against retailer specifications, certifications, and regional capacity, then package their story for a sourcing manager to act on.
Capability decks & certification review
PartnerSlate database & proprietary network access
Regional capacity & DC-level fit assessment
Innovation positioning beyond national-brand equivalence
02
Commercialization
RFP, Costing & Negotiation Support
We guide suppliers through benchmark samples, the RFP/RFQ process, and costing analysis, and stay in the conversation even when the timing isn't right the first time.
Benchmark sample & QC/food safety documentation guidance
Costing analysis & credible cost-out storytelling year over year
Ongoing representation between bid cycles
Multi-category expansion within one supplier relationship
03
Relationship
Sourcing Manager & Product Development Relationships
Private label runs through a different audience than branded buyers. We manage the sourcing manager and product developer relationship directly, at scale.
Direct sourcing manager & PD relationships at Walmart and Sam's Club
Category capability awareness & incremental supplier introductions
Modular & cut-in timing guidance specific to private label
Retention support through the life of the program
04
Ongoing Ops
Item Setup & Program Content
Once live, we manage item setup and program content, and align with the retailer's ownership of the buy box rather than competing with it.
Item setup & base content management
Supply chain & freight economics coordination
Distribution point growth within an existing program
Coordination across Launch, Grow & Manage as the program matures
Private Label Credentials
Recognized in the industry that sets private label standards.
PLMAOfficial Partner
Private Label Manufacturers Association Partner
We are an official partner of PLMA, the trade organization that connects retailers and suppliers across the private label and control brand landscape. This relationship keeps us close to where the category is headed next, from retailer-led innovation to shifting cost structures, and gives our suppliers a credible signal of standing in the space.
Category & control brand growth data
Trade show & conference access
Industry credibility with retailers & suppliers
RetentionTrack record
A 100% active-program track record
Every private label initiative we've led, and every supplier partner in it, is still an active program at the retailer it was placed with. None have been lost on costing, quality, or reliability. We work with suppliers like a Natural Sweeteners Brand, a Packaging Manufacturer, and a Plastics Materials Brand, across categories spanning branded and control brand programs alike.
Zero programs lost to competing brokers
Multi-year program terms, not annual renewals
100%
active retention
Complimentary
Free Private Label Readiness Call
Not sure whether your business is positioned for private label, or whether your current program is as protected as it should be? We'll spend an hour walking through your capabilities, certifications, and where the retailer relationship stands today.
Talk to Our Team →What's covered
Capability & certification review
Sourcing & PD relationship map
Costing & three-legged-stool positioning
Path-to-program roadmap
We are extremely pleased with the level of service, responsiveness, and attention to detail from the NNG team. Our team has had nothing but great things to say and appreciate that NNG truly knows the private label process. In fact, we have gone from addressing questions with Walmart to only talking with NNG.
VP
Private Label Household Cleaning Brand
New Nexus Group Insights
What we're learning in retail right now.
Retail Strategy8 min read
Why retail sales velocity isn't uniform across CPG categories
A strong retail sales headline can hide sharp category-level declines. Here's how to track the number that actually determines your distribution.
Read more →
Channel Strategy9 min read
Why Sam's Club-first can be the smarter launch sequence for emerging brands
Setting your cost and pack architecture at Sam's Club first makes launching at mass far easier than the reverse. Here's how to know if that's your brand.
Read more →Let's Talk Private Label
A private label program isn't a transaction.
It's a relationship we're fully invested in.
Whether you're trying to get your capabilities in front of the right sourcing manager or protect a program you've already won, let's start with a conversation.