I think it's 2 conflicting things going on. An owned brand/private label has higher % gross profit, but a name brand will often have a higher $ gross profit per

I think it's 2 conflicting things going on. An owned brand/private label has higher % gross profit, but a name brand will often have a higher $ gross profit per unit. There's a balance for total profit between the whole set of products, because some people are brand loyal and others will switch depending on the price difference and options.