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Some products, like Apple Bits and Fruit Rings, seem like they would be Dollar Tree's version of Apple Jacks and Fruit Loops. But the cereals are actually from Golden Brands, which does not appear to be owned by Dollar Tree.
But many of Dollar Tree's products actually are private-label products. For example, beauty products from Sassy + Chic are distributed by Greenbrier International Inc., which is a subsidiary of Dollar Tree.
At Dollar General, private-label products often cost half the price of the name-brand equivalent. For example, a 32oz. soap from Dial cost $6.50, and a similar 32oz. soap from Dollar General's DG Body line cost only $3.50.
At Dollar Tree, all products cost $1 or less, regardless of the brand. But the company saves money by selling so many private-label products.
Retailers are now "more willing to invest in 'store brands'" because the stigma of "generic" goods has lifted, Barclays analysts wrote in a 2017 note.
Source: Business Insider