What Does the Private Label Mean?

We are considering purchasing window treatments and I have noticed the product has a private label. What exactly does that mean?
- Martha and Lou, Dewey, AZ

A private label name is the name that the retailer has assigned to his product line. In the majority of private label names, they are considerable lower in price than a brand name label. It is important to research the guarantee that comes with the private label product. When you purchase private label products and experience a warranty issue, you must always deal with the retailer so it is important to research their longevity, the reputation of the retailer and their business practices.