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What is a white label agreement?

A white label agreement is a contractual arrangement between 2 businesses where one business produces goods or services and the other business rebrands and sells them as its own. The producing business remains strictly behind the scenes, providing the products or services to the rebranding business – which then markets and sells them under its own brand name. In other words, white label agreements allow businesses to resell products from a providing business, by re-branding them as their own and selling them to customers. 

White labelling is commonly used in many industries, including retail, finance, legal software and consumer goods. For example, in the software industry, a business may develop an app and offer it to other businesses under a white label agreement. A rebranding business can then customise the software with its own logo, branding, and user interface before marketing and selling it to its customers as a part of its own product portfolio.

What does a white label agreement include?

A white label agreement typically outlines the terms and conditions of a relationship, including the rights and responsibilities of each party. It covers aspects such as intellectual property rights, quality standards, pricing, distribution channels and marketing responsibilities. 

How do white label agreements benefit both parties?

The so-called ‘producing’ business benefits from the white label agreement by expanding its market reach through the rebranding business’ distribution channels and leveraging its expertise in marketing and sales. 

The producing business focuses on its core strengths of product development and manufacturing. The rebranding business takes care of branding, customer relationships and cultivating sales (eg via virtual phone systems or through marketing campaigns).

At the same time, the rebranding business gets access to high-quality products and services without investing in its own research, development and production capabilities. It can, therefore, quickly enter new markets or expand its product portfolio by leveraging the producing business’ expertise. In addition, the rebranding business can build its brand identity by offering a wider range of products or services under its own label.

This range of advantages can be broken down into the following: 

Enhancing brand visibility

White label agreements allow a rebranding business to sell products or services under its own name, effectively leveraging its existing customer base and market presence. This strategy not only boosts brand recognition but also strengthens the relationship between the partnering businesses as they collaborate to promote the white-labelled products or services.

Utilising expertise and resources

White label agreements enable businesses to tap into each other’s expertise and resources. The producing business possesses specialised knowledge, experience and infrastructure to develop high-quality products or services efficiently. By partnering with them, the rebranding business gains access to this expertise and can offer top-notch solutions without investing significant resources in research and development. 

This clever collaboration allows the rebranding business to focus on its core competencies (eg marketing, sales and customer relationship management using business SMS systems). Simultaneously, the producing business benefits from increased market exposure and sales volume through the rebranding business’ distribution channels. 

Reducing time-to-market

Today’s business environment is fast-paced, so time-to-market is a critical factor for success. White labelling allows a rebranding business to bring products or services to market quickly and efficiently. By making use of the producing business’ existing products or services, the rebranding business can bypass the time-consuming process of research, development and testing. This expedites go-to-market strategies, enabling the business relationship to capture market opportunities swiftly and to gain a competitive edge. Thanks to this, the relationship can respond rapidly to changing market demands, launch innovative solutions and establish a strong market presence.

Mitigating risks and costs

Business relationships come with inherent risks and costs, particularly when venturing into new goods or services offerings. However, white label agreements can help mitigate these challenges. Instead of investing significant resources in product development, the rebranding business can rely on the producing business’ proven track record and established products or services. This reduces the financial burden and risks associated with new product launches, as the rebranding business can leverage the producing business’ expertise, quality assurance processes and supply chain capabilities

Building trust and long-term collaboration

White label agreements require high levels of trust and collaboration between the partnering businesses. The producing business must ensure that the rebranding business’ brand integrity is maintained while delivering quality products or services. Clear communication, transparency and a shared vision are crucial elements in building a strong business relationship. 

As the rebranding business witnesses the producing business’ commitment to excellence and reliability, trust deepens, laying the foundations for long-term collaboration and future growth opportunities. By consistently meeting customer expectations, striving to build client relationships and delivering value, the relationship can foster loyalty and build a strong reputation in the marketplace. This trust and collaboration extend beyond the white label agreement, opening doors for further joint ventures and strategic initiatives.

Entering into a white label agreement

When dealing with a competitive business landscape, relationships are essential for businesses aiming to expand. Using a white label agreement can provide a solid framework, allowing businesses to tap into each other’s strengths while facilitating long-term collaboration. 

As businesses continue to seek growth and brand recognition, white label agreements serve as powerful tools to solidify business relationships and drive mutual success. 

Use our Bespoke legal drafting service if you require a white label agreement. Ask a lawyer if you have any questions about white label agreements.


Rocket Lawyer Marketing Team
Rocket Lawyer Marketing Team
Rocket Lawyer UK

Rocket Lawyer UK's Marketing Team works to make the law simple and accessible with our legal insights.

Please contact marketing@rocketlawyer.co.uk if you would like to contribute your own legal or business insight.

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