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Retailers have a new secret weapon: the private label

Such offerings clearly are not just plays to win on price but bona fide efforts to build a beloved consumer brand

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In recent days, Jet.com has debuted Uniquely J, a private brand that includes everything from paper towels to coffee to bulgogi sauce.

Washington

RETAILERS have been trying all sorts of flashy moves to razzle-dazzle shoppers into spending money: Serve them champagne! Wow them with same-day delivery! Let them retrieve online orders from a newfangled contraption called the Pickup Tower!

But lately, something less...

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