Innovation in Private Labels- The Case Study of Marks and Spencer Private labels which were first introduced in United States around 1900 (Hoch & Banerji, 1993) and Germany, Aldi in 1948 (Sachon and de Albeniz, 2009) are not owned by producers or manufacturers but by retailers. These retailers let other producers to make the products or service for them and put their brand on the labels of the products.