During the last year Italy was subject to a significant growth of the store brands within the most important groups of modern distribution. However, in this positive scenario, the private label showed a distinctive performance in terms of market share achieved at level of store format, geographical area or a single category. In this perspective, this paper analyzes the issue of the determinants to the base of the growth of store brands share. Categories were chosen according to their strong performances, in particular where store brands was more consistent. The paper aim at verifying whether the reasons of this positive result rely on management of the retail mix lever (composition of assortment, price promotion, the price positioning). In this contest, the paper examines the issue downstream of process of segmentation of the categories considered on the basis of level of innovation of the assortment realized by distributors. To the light of this segmentation (innovative categories vs "commodities" categories) the research shows that the successful retail mix policies differ to the basis of the profile and the marketing’s role played from the two cluster considered.
Keywords: Retail, Store Brands, Assortment, Category management, Retail mix policy