When tip top, a private label of the store chain top! was created in 2012, it was a fresh and innovative offering for customers. Over the past few years, an increasing number of customers have been opting for products from the private label line. These products are a testament to the retailer’s commitment to excellence and customer satisfaction. Customers can trust that they are getting their favourite items from reliable and reputable manufacturers, all at the most affordable price.
Providing products under a private label is a strategy that can enhance the competitive edge and foster strong relationships with customers and manufacturers, benefiting everyone involved. The tip top brand is known for its high-quality selection of foods and other goods, exclusively available at the local store chain top!. We form a range of products that most often end up in customers’ baskets, giving preference to the value for money. All private label products of the store chain top! are available in all stores, regardless of the region and size of the store.
“When developing private label products for top! stores, the most important consideration is quality and the best price offer. We can ensure this because we carefully evaluate our customers’ favourite products and factor in this information when introducing new products. Under the tip top brand in the top! stores, we offer products that have been in high demand among customers for many years due to their good value for money. In 2021, we launched a new brand called OPĀ!, where we provide customers with a small selection of high-quality products at competitive prices, allowing them to make significant savings. The products are manufactured by reliable cooperation partners with a long-standing track record of trustworthiness,” explains Ilze Priedīte, Member of the Management Board and Marketing Director of the store chain top!.
At present, the private label line consists of 74 products. More than half of them, specifically 40 products, are manufactured in Latvia. They cover a wide range of product categories including processed vegetables, water, meat products, bread, flour and grain products, dairy products, ice cream, cheese, dumplings, canned fish, and alcoholic beverages. When it comes to creating private label goods, we make sure to emphasise the products made in Latvia, proudly showcasing their local country of origin – Latvia! Tip top and OPĀ white bread, as well as milk and beer are some of the most popular products that people buy.
“We prioritise quality and therefore select partners who have a proven track record and are known for their reliability in product production. We are pleased to have local producers who not only perform their work diligently and responsibly, but also align with our values and beliefs. When customers choose tip top products, they can have confidence in their origin, quality, and the ethical integrity of the manufacturer. This includes the manufacturer’s commitment to the environment, the product itself, as well as its treatment of employees, customers, and fellow citizens,” shares Ilze Priedīte.
“We always make sure that the products that reach the store shelves undergo quality control, and responsibility in the context of private label should be understood as caring for the planted seed: products under our brand are our brainchild, and it is only logical that we verify that the end result aligns with our vision and expectations,” explains Ilze Priedīte.
Private label products are positioned on the shelf alongside established brands, offering customers a variety of options. Additionally, the results for each product category are reviewed on a yearly basis, allowing for potential changes and additions to the range.
“Nowadays, private label is a vital tool for every business’s growth because it lets the company cater its products to the specific tastes and requirements of their brand’s consumers. Based on our observations, top! customers appreciate both the tip top line and the recently introduced OPĀ,” says Ilze Priedīte.
About the retail store chain top!
The retail store chain top! is the largest store chain owned by Latvian business and the third largest retail chain in Latvia. There are currently 207 food stores in Latvia operating under the trademark top!, owned by 12 local companies. In total, more than 3,500 jobs are provided, supporting local producers and suppliers across Latvia.