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Private label names for Kaufland

Naming of non food brands

The Kaufland retail chain is further expanding its textile assortment with its brands OYANDA and TOWNLAND. The naming challenge: Two new, exclusive assortment brands aim to address the female and male target groups of the retail chain separately. The focus of the new private label strategy is the communication of a broad product portfolio. A unique variety of offers is available for each season which also fulfils a special sustainability claim.


OYANDA strategically addresses the female target group with the deliberately vocal-rich tonality and conveys the quality promise anchored in the brand positioning to end consumers. Because, the days when private labels were decried as a cheap alternative are long gone.

The TOWNLAND brand is a decidedly male counterpart. The brand name TOWNLAND communicates robustness and style in the same way through its semantic opposites, a private label that meets a wide range of everyday requirements.