It's pretty much the same business model invented by the Sears Roebuck Catalog. For many years everything was pretty much unbranded, then they created "White L

It's pretty much the same business model invented by the Sears Roebuck Catalog. For many years everything was pretty much unbranded, then they created "White Label brands" like Craftsman (and a few others) which grew to become standalone consumer brands which have outlived the parent.