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Private Label Barcodes: When You Control the Supply Chain

Private label (store brand) products require a distinct barcode strategy because the retailer, not a third-party manufacturer, controls the product identity. This guide covers the options and best practices.

Retailer-Owned GTINs

The most straightforward approach: the retailer obtains their own gs1-company-prefix/" class="glossary-term-link" data-term="GS1 Company Prefix" data-definition="Unique GS1-assigned number forming the start of product GTINs." data-category="GS1 Standards & Identifiers">GS1 Company Prefix and assigns GTINs to private label products.

Advantages: - Full control over barcode numbering - Consistent prefix across all store brand products - No dependency on supplier barcode assignments

Process: 1. Retailer assigns a GTIN from their own prefix 2. Provides the GTIN and barcode artwork to the manufacturer 3. Manufacturer prints the retailer's barcode on the product 4. Retailer's POS system recognizes the GTIN as a store brand

Supplier-Assigned Barcodes

Some retailers allow private label suppliers to use their own GTINs.

Advantages: - Supplier manages barcode registration - Works for products sold under multiple retailer brands

Disadvantages: - Retailer loses control of the identifier - If supplier changes, the GTIN changes (new barcode needed) - Complicates multi-supplier sourcing for the same product

Internal Numbering (Prefix 2x)

For products sold exclusively in their own stores, retailers can use the reserved prefix ranges (20-29) for internal numbering.

Advantages: - No GS1 registration needed - Complete numbering freedom

Disadvantages: - Only works within the retailer's own stores - Cannot be used for wholesale or marketplace sales - Not recognized by other retailers' POS systems

Multi-Retailer Private Label

Some manufacturers produce the same product under different retailer brands. Each retailer version needs its own GTIN:

Even though the product is identical, different branding and packaging require different GTINs under GS1 rules.

Barcode Artwork Management

Private label barcode management involves:

1. Central barcode office: Assigns GTINs and generates artwork
2. Artwork specifications: Define barcode size, placement, and color for each product category
3. Supplier coordination: Provide print-ready barcode files (EPS or PDF format)
4. Quality verification: Verify barcode grade on supplier proof samples
5. Database synchronization: Ensure GTIN-to-product mapping is correct in POS and supply chain systems

Best Practices

• Use your own GS1 prefix for all private label products (maximum control)
• Maintain a centralized GTIN registry for all store brand items
• Provide suppliers with verified barcode artwork rather than relying on them to generate it
• Include barcode specifications in supplier contracts (size, placement, quality grade)
• Treat private label GTINs with the same rigor as national brand GTINs for inventory accuracy