For years, the conventional wisdom was that a luxury brand name was a guarantee of superior quality. We paid a premium for the fancy label, assuming it meant a better product. However, a new generation of sophisticated store brands has completely shattered that assumption. Retailers like Costco, Aldi, and Trader Joe’s have invested heavily in creating private-label products that can compete with, and often beat, the most famous luxury labels in the world. These eleven store brands are proof that a high price does not always mean high quality.
