We found that there was a resurgence of private-label product, and that was driven an awful lot by the fact that the prices of brand-name products were growing so rapidly.

Jim Sinegal

The conventional wisdom said that you had to have a different name for every class of product that you had — a la Sears Roebuck with the Kenmore appliances and the DieHard batteries and the Craftsman tools, we looked at it and we said, you know, we're in so many countries and we have such a wide array of products we'll have a room full of attorneys that are doing nothing but trying to clear these names.

We liked Seattle Signature, we cleared Seattle Signature for every country and every product category that we would have. That made Seattle Signature simple.