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lowes private label brands

lowes private label brands

lowes private label brands

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Lowe’s Companies, Inc. (/lz/), often shortened to Lowe’s, is an American retail company specializing in home improvement.[4] Headquartered in Mooresville, North Carolina, the company operates a chain of retail stores in the United States and Canada. As of February 2021, Lowe’s and its related businesses operates 2,197 home improvement and hardware stores in North America.[2]

Lowe’s is the second-largest hardware chain in the United States (previously the largest in the U.S. until surpassed by The Home Depot in 1989) behind rival The Home Depot and ahead of Menards.[5] It is also the second-largest hardware chain in the world, also behind The Home Depot but ahead of European retailers Leroy Merlin, B&Q, and OBI.[6]

Lowe’s unveils new private label home brand

The Origin21 brand from Lowe’s features an array of items and designs aimed at transforming indoor and outdoor areas.

Home retailer Lowe’s has announced its first private label home brand, Origin21. The brand is part of the retailer’s new House of Style campaign, aiming to showcases the stylish home goods Lowe’s offers.

lowes private label brands
lowes private label brands

The collection includes everything from larger furniture items to smaller accessories like pillows, lights, planters and more.

“While the line’s name pays tribute to 1921, the year of Lowe’s founding, Origin21 brings fresh modern style, designed to add the finishing touch to any room across the home,” said Sarah Dodd, Lowe’s senior vice president, global merchandising. “We’re excited to bring Origin21 to our customers, which is just part of our larger goal to offer consumers everything they need to finish their home improvement projects, all at an exceptional value.”

allen + roth

Available now, Origin21 products will initially include patio furniture and home décor accents alongside lighting, seasonal, outdoor living and lawn and garden items, with plans to expand down the road.

The new collection joins Lowe’s popular home décor private brand, allen + roth. Both brands are part of the retailer’s new House of Style campaign, which aims to surprise consumers with the unexpected style finds available at Lowe’s. The company says the campaign aims help the company reach its goal of becoming the only retailer that completes the home style package through “total home offerings, exceptional value and extensive selection in one location.”


Customers can shop Origin21 products exclusively at Lowe’s stores nationwide and online.

Lowe’s Buys Stainmaster as Latest Private-Label Brand

It acquired the premium and luxury carpet brand Stainmaster, turning its 10-year exclusive brand partnership into a private-label-brand buy.

Lowe’s  (LOW) – Get Lowe’s Companies, Inc. Report said on Thursday that it acquired the carpet brand Stainmaster as part of its total home strategy.

Terms weren’t disclosed.

Stainmaster is a Woodbury, N.Y., premium and luxury carpet brand.

Lowe’s, the North Wilkesboro, N.C.., home improvement retailer, has been the only national retailer to carry Stainmaster carpets in a decade-long collaboration.

Lowe’s will take on Stainmaster as a private in-house brand, a strategy that’s become a trend across industries within the past year.


The deal includes all Stainmaster-brand-related intellectual property and all related trademarks and sub-brands, Lowe’s said in a statement.

Stainmaster is a unit of Invista, the Wichita, Kan., chemicals, fabrics and fibers producer. Invista in turn is a subsidiary of Koch Industries, the closely held Wichita tech and industrial conglomerate.

“At a time when home has never been more important, customers are increasingly looking for high-performance products to meet their evolving needs and expectations,” Lowe’s president and chief executive, Marvin R. Ellison, said in a statement.

“We see great potential to leverage and extend the Stainmaster brand into other product areas to further serve our customers and deliver on our Total Home strategy,” he added.


Stainmaster joins Lowe’s’ family of private brands, alongside names including allen + roth, Project Source and Harbor Breeze, Lowe’s senior vice president of global merchandising, Sarah Dodd, said in a statement.

Lowe’s saw full-year sales of nearly $90 billion in 2020.

At last check Lowe’s shares were trading 0.95% lower at $201.98.

Lowe’s Adds Stainmaster to Private Label Biz

Home improvement retailer Lowe’s has acquired Stainmaster, adding the carpet brand to its private label portfolio.

Lowe’s has been the exclusive carrier of Stainmaster products for the last decade. The deal includes all brand-related intellectual property and all related trademarks and sub-brands from parent company Invista. The acquisition price was not disclosed.

lowes private label brands
lowes private label brands

The acquisition reveals Lowe’s is continuing to expand its Lowe’s Total Home strategy by expanding its private label offerings. Lowe’s has experienced significant growth throughout the Covid-19 pandemic, with its stock rising more than 26% in 2021 so far, according to MarketWatch.

Lowe’s other private labels include Harbor Breeze and Project Source. Private labels have taken off over the last several years, accelerated by changing consumer preferences during the pandemic. And retailers across the industry have been investing in new private label brands.

Harbor Breeze

“Lowe’s is excited to have STAINMASTER join our family of private brands, alongside the likes of allen + roth, Project Source and Harbor Breeze,” Sarah Dodd, Lowe’s senior vice president of global merchandising, said in a statement.. “Research shows STAINMASTER is the soft-surfaces brand customers trust the most when shopping for flooring. This acquisition further demonstrates our commitment to deliver a compelling product assortment for customers wherever they choose to shop with us.”


The acquisition comes on the heels of Lowe’s store improvements to cater to pros, with more store credit options, as well as retrofitted areas with convenience products and shopping experiences for faster checkouts.


Lowe’s operates mainly in the US market which accounts for the largest part of its net revenues. The company sells a large range of home improvement products including construction, maintenance, remodeling and decoration products. A typical Lowe’s home improvement store stocks around 34,000 items and several more thousands are available through its special order sales system and online sales channels.

Private brands are also a very important part of its product portfolio. Lowe’s sells private brands in many of its product categories. Most important among its private brands include Kobalt, Allen Roth, Blue Hawk, Project Source, Portfolio, Garden Treasures, Utilitech, reliabilt, Aquasource, Harbor Breeze and Top Choice.

Lowe’s sells three main categories of products that are described below:

  1. Building & Maintenance : Lumber & Building Materials, Millwork, Rough Plumbing & Electrical, and Tools & Hardware.
  2. Home Décor : Appliances, Fashion Fixtures, Flooring, Kitchens, and Paint.
  3. Seasonal : Lawn & Garden and Seasonal & Outdoor Living.

Building & maintenance is the largest category of products sold by Lowe’s followed by Home Decor and Seasonal. The remaining products sold by Lowe’s are included in the ‘all other’ category. Among the customers of Lowe’s are individual homeowners, renters and professional customers. The company has  brought a large range of products that are meant to cater to all their home improvement needs.

Lowe’s Turns Top Carpet Brand into Private Label with Acquisition

Homebound shoppers are running out of rooms to renovate. But Lowe’s, midway through implementing its “Total Home” turnaround plan, is reupholstering its product assortment to get ahead of the anticipated sales slowdown.

Lowe’s last week acquired Stainmaster, a best-selling carpet brand it exclusively sold for more than a decade, making it a private label. Deal terms weren’t disclosed.

The future floorplan:

Immediate day-to-day sales and operations aren’t changing yet, Lowe’s SVP of Global Merchandising Sarah Dodd told Retail Brew. But down the line, she said Lowe’s could deploy Stainmaster’s product knowledge and customer data to create new items. Ranking high: additional flooring categories.

The bigger picture:

Acquisitions to create private labels aren’t unheard of. Lowe’s has snapped up several brands before, including allen + roth (home decor) and Moxie (cleaning supplies).

  • “Strategically, it can often make sense to strike [acquisition] deals versus developing your own [brand] to get speed and reduce market risk,” Steve Dennis, consultant and author of Remarkable Retail, told us.
  • Sales-only partnerships don’t offer retailers the same level of control, Dennis added.

Bottom line: Lowe’s knows the scent of wood shavings can’t compete with reopened bars. So to supplement its expansion into new categories, it’s investing in higher margin, high affinity brands like Stainmaster.

The Top 4 Suppliers of Lowe’s

1. Avery Dennison Corporation (AVY)

2. Illinois Tool Works Incorporated (ITW)

3. Stanley Black & Decker Corporation (SWK)

4. Deere & Company (DE)

Who Owns Lowe’s?

Lowe’s was originally owned by its founder, L.S. Lowe, who opened his first store in 1921. His son Jim took over in 1940, and brought his brother-in-law, Carl Buchan, into the company. Buchan focused the business on home improvement and became sole owner in 1952. Lowe’s went public in 1961.16

lowes private label brands
lowes private label brands


What Is Lowe’s Private Brand?

Lowe’s has several private brands. They include allen + roth, Project Source, and Harbor Breeze. The most recent to join the ranks is carpet maker Stainmaster, acquired in April 2021.17

What’s the Difference Between Lowes and Home Depot?

As the world’s first and second-largest home improvement retailers, respectively, Home Depot (HD) and Lowe’s share many similarities. Both are big box stores that appeal to both DIY-ers and DIFM-ers. But Home Depot has more of an industrial look and seems more geared towards home improvement professionals; Lowe’s seems more consumer-oriented, with colorful displays. Behind the scenes, Home Depot has a more decentralized supply-chain model.

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