Woonsocket, R.I.-based CVS’ launch of its Just the Basics private label line brings a brand identity to its private label products across categories, an approach other retailers should consider, Christopher Durham, founder of the MY Private Brand blog and a member of the PLBuyer editorial advisory board, tells PLBuyer.

“I think drug stores in general have had a rough time trying to figure out what their private brand portfolios will look like, so it’s nice to see CVS drawing a line in the sand and defining what its brands are with this rollout,” says Durham.

Expect more stores to roll out private label lines that span multiple categories, he says.

“I think retailers have to look at multiple categories for their PL. So much of what private brand has done over the years has been either a mega-brand like Kroger, or it’s been category brands. You have the health and beauty care brand, the meat brand, etc., and as retailers begin to define their customers’ needs, and in this economy it’s about value, they can offer things such as convenience or caring for families and build brands that cross multiple buying categories.”

Just the Basics includes more than 100 products ranging from paper towels to skin care products.