Cheap Monday was their in-house brand.

The store established in-house brands "Colonial" and "Old Faithful."

Over the last year, it set up a 45-person unit, the Federated Merchandising Group, charged with developing advertising and marketing for its in-house brands.

Selfridges does not believe in the in-house brands that American stores have grasped to increase profits.

There is a mix of branded and in-house brand or own-brand goods.

The chain also owns a number of in-house brands.

However a new range of cheap, in-house brands could put pressure on retailers to lower prices on their existing own-label products too, leaving them worse off.

The first of the new in-house brands, for example, features updated classics like a Victorian-inspired navy blue velvet jacket and an off-white, embroidered wool coat.

This is in contrast to Tamiya, who specifies the use of its in-house brands.

Some chains are offering more than one in-house brand.