Larry Burris says private label success starts after the first order

Southern Professionals President Larry Burris says manufacturers aiming at value retailers need reliable quality, tight pricing, and strong execution ahead of PLMA's Private Label Trade Show in Chicago on Nov. 15-17. He says the show is a key place to build retailer relationships and broker partnerships that can turn store-brand conversations into long-term business.

Why it matters: - Value retailers such as Walmart, Sam's Club, Dollar General, Dollar Tree and Family Dollar buy at scale, but they expect exacting standards and consistent execution. - Burris says manufacturers that can meet those requirements can win store-brand business that creates long-term revenue, not just a one-time order. - PLMA's Private Label Trade Show is a major meeting point for those relationships, with 2026 interest rising as exhibitors and attendance continue to grow.

What happened: - Southern Professionals President Larry Burris discussed private label strategy ahead of the PLMA 2026 Private Label Trade Show, set for Nov. 15-17 at the Donald E. Stephens Convention Center in Chicago. - The show is aimed at manufacturers hoping to supply store brands to value retailers. - PLMA said last year's show drew more than 1,900 exhibiting companies from 60 countries. - PLMA reports exhibitors are up 35% and attendance is up 31% since 2022.

The details: - Burris said manufacturers should focus on reliable product quality, the right price and a dependable supply chain. - Burris said private label suppliers must also follow retailer requirements closely, including label specs and delivery timelines. - Missing deadlines, failing label specifications or running out of stock can quickly cost suppliers business. - Burris said many manufacturers mistake the first purchase order for the finish line. - He said success depends on item setup, compliance, replenishment and ongoing performance tracking after approval. - Burris said a strong broker partner can help because brokers know retailer systems well. - Southern Professionals said it has been building and growing value-channel partnerships since 1979. - The brokerage says its role is to help both the retailer and manufacturer succeed by managing execution beyond launch. - Southern Professionals says its services include buyer relationships, item setup, compliance, replenishment, digital shelf content and weekly performance reporting. - Southern Professionals represents clients with Walmart, Sam's Club, Dollar General, Dollar Tree, Family Dollar, The Home Depot, Tractor Supply and Variety Wholesalers.

Between the lines: - Burris is signaling that private label is an operations business as much as a sales business. - The message to manufacturers is to show up with a category fit, pricing math and production capacity, not just product samples. - Burris said buyers remember manufacturers who make their jobs easier. - His comments also frame broker relationships as a competitive advantage at PLMA, especially for companies that need help navigating retailer systems.

What's next: - Manufacturers will use the Chicago show to pitch store-brand programs, meet buyers and form broker relationships. - Burris said the best booth strategy is to enter with a clear plan, including target retailers, product margin details and capacity transparency. - Southern Professionals says PLMA remains one of the strongest places to establish broker relationships for value-channel growth. - More information is available at Southern Professionals.