Revenue declined 14.2% YoY in 2026Q1, but gross margin improved to 38.3% in 2026Q2 from 35.0% a year earlier, though operating margin contracted to 10.7% due to rising SG&A.
Kimberly-Clark Corporation (KMB) annual income statement — 30-year revenue, gross profit & net income history
| Metric | TTM | Dec'25 | Dec'24 | Dec'23 | Dec'22 | Dec'21 | Dec'20 | Dec'19 | Dec'18 | Dec'17 | Dec'16 | Dec'15 | Dec'14 | Dec'13 | Dec'12 | Dec'11 | Dec'10 | Dec'09 | Dec'08 | Dec'07 | Dec'06 | Dec'05 | Dec'04 | Dec'03 | Dec'02 | Dec'01 | Dec'00 | Dec'99 | Dec'98 | Dec'97 | Dec'96 |
|---|
| Sales/Revenue | 16.57B | 17.22B | 20.06B | 20.43B | 20.18B | 19.44B | 19.14B | 18.45B | 18.49B | 18.26B | 18.2B | 18.59B | 19.72B | 21.15B | 21.06B | 20.85B | 19.75B | 19.11B | 19.41B | 18.27B | 16.75B | 15.9B | 15.08B | 14.35B | 13.57B | 14.52B | 13.98B | 13.01B | 12.3B | 12.55B | 13.15B |
| Revenue Growth % | -8.35% | -14.17% | -1.83% | 1.27% | 3.78% | 1.57% | 3.74% | -0.19% | 1.24% | 0.31% | -2.09% | -5.74% | -6.75% | 0.42% | 1.04% | 5.57% | 3.3% | -1.55% | 6.29% | 9.07% | 5.31% | 5.43% | 5.12% | 5.76% | -6.6% | 3.88% | 7.5% | 5.77% | -1.98% | -4.58% | -4.64% |
| Cost of Goods Sold | 10.49B | 11.09B | 12.88B | 13.4B | 13.96B | 13.45B | 12.32B | 12.41B | 12.89B | 11.71B | 11.55B | 11.97B | 13.04B | 13.91B | 14.31B | 14.69B | 13.2B | 12.7B | 13.56B | 12.56B | 11.66B | 10.83B | 10.01B | 9.45B | 8.54B | 8.62B | 7.64B | 7.1B | 7.09B | 7.48B | 7.68B |
| COGS % of Revenue | - | 64.39% | 64.2% | 65.58% | 69.17% | 69.2% | 64.36% | 67.29% | 69.72% | 64.11% | 63.46% | 64.37% | 66.12% | 65.77% | 67.96% | 70.49% | 66.83% | 66.41% | 69.83% | 68.77% | 69.65% | 68.09% | 66.4% | 65.85% | 62.93% | 59.32% | 54.62% | 54.55% | 57.64% | 59.63% | 58.41% |
| Gross Profit | 6.08B | 6.13B | 7.18B | 7.03B | 6.22B | 5.99B | 6.82B | 6.04B | 5.6B | 6.59B | 6.69B | 6.62B | 6.68B | 7.24B | 6.75B | 6.15B | 6.55B | 6.42B | 5.86B | 5.7B | 5.42B | 5.08B | 5.07B | 4.9B | 4.69B | 5.91B | 6.35B | 5.91B | 5.21B | 5.06B | 5.47B |
| Gross Margin % | 36.69% | 35.61% | 35.8% | 34.42% | 30.83% | 30.8% | 35.64% | 32.71% | 30.28% | 36.08% | 36.76% | 35.63% | 33.88% | 34.23% | 32.04% | 29.51% | 33.17% | 33.59% | 30.17% | 31.23% | 32.39% | 31.91% | 33.6% | 34.15% | 34.6% | 40.68% | 45.38% | 45.45% | 42.36% | 40.37% | 41.59% |
| Gross Profit Growth % | - | -14.62% | 2.1% | 13.07% | 3.86% | -12.23% | 13.04% | 7.83% | -15.03% | -1.55% | 1.01% | -0.88% | -7.69% | 7.28% | 9.7% | -6.08% | 2.02% | 9.59% | 2.7% | 5.15% | 6.88% | 0.13% | 3.44% | 4.39% | -20.56% | -6.88% | 7.34% | 13.48% | 2.85% | -7.38% | -1.33% |
| Operating Expenses | 4.03B | 3.64B | 3.97B | 4.69B | 3.54B | 3.43B | 3.58B | 3.04B | 3.37B | 3.23B | 3.31B | 5.01B | 4.16B | 4.03B | 4.01B | 3.76B | 3.67B | 3.5B | 3.29B | 3.09B | 2.98B | 2.74B | 2.56B | 2.49B | 2.33B | 3.57B | 3.82B | 3.68B | 3.43B | 3.28B | 3.42B |
| OpEx % of Revenue | - | 21.15% | 19.79% | 22.95% | 17.54% | 17.63% | 18.69% | 16.5% | 18.22% | 17.68% | 18.17% | 26.95% | 21.1% | 19.06% | 19.06% | 18.04% | 18.6% | 18.3% | 16.95% | 16.9% | 17.8% | 17.21% | 16.99% | 17.34% | 17.14% | 24.58% | 27.29% | 28.32% | 27.9% | 26.15% | 25.97% |
| Selling, General & Admin | 3.73B | 3.61B | 4.31B | 4.06B | 3.29B | 3.02B | 3.25B | 2.87B | 3.37B | 3.23B | 2.97B | 3.44B | 3.71B | 3.7B | 3.66B | 3.76B | 3.67B | 3.5B | 3.29B | 3.11B | 2.95B | 2.74B | 2.51B | 2.38B | 2.28B | 3.1B | 2.86B | 2.81B | 2.66B | 2.58B | 2.85B |
| SG&A % of Revenue | - | 20.99% | 21.49% | 19.85% | 16.3% | 15.53% | 16.96% | 15.56% | 18.21% | 17.67% | 16.29% | 18.52% | 18.8% | 17.49% | 17.37% | 18.04% | 18.6% | 18.3% | 16.95% | 17% | 17.61% | 17.21% | 16.65% | 16.56% | 16.8% | 21.36% | 20.49% | 21.57% | 21.66% | 20.55% | 21.7% |
| Research & Development | 0 | 0 | 338M | 312M | 292M | 269M | 276M | 284M | 317M | 309M | 328M | 324M | 368M | 333M | 335M | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 295.3M | 277.4M | 249.8M | 224.8M | 211.8M | 0 |
| R&D % of Revenue | - | - | 1.69% | 1.53% | 1.45% | 1.38% | 1.44% | 1.54% | 1.71% | 1.69% | 1.8% | 1.74% | 1.87% | 1.57% | 1.59% | - | - | - | - | - | - | - | - | - | - | 2.03% | 1.98% | 1.92% | 1.83% | 1.69% | - |
| Other Operating Expenses | 3M | 27M | -679M | 320M | -43M | 139M | 55M | -111M | -316M | -307M | 14M | 1.24B | 85M | 0 | 0 | 0 | 0 | 0 | 0 | -18.4M | 32.3M | 0 | 51.2M | 111.9M | 47M | 173.1M | 673.4M | 628M | 542.5M | 490.9M | 561M |
| Operating Income | 2.05B | 2.49B | 3.21B | 2.34B | 2.68B | 2.56B | 3.24B | 2.99B | 2.23B | 3.36B | 3.38B | 1.61B | 2.52B | 3.21B | 2.69B | 2.85B | 2.92B | 3.1B | 2.64B | 2.72B | 2.61B | 2.57B | 2.54B | 2.41B | 2.37B | 2.34B | 2.53B | 2.23B | 1.78B | 1.78B | 2.05B |
| Operating Margin % | 12.38% | 14.46% | 16% | 11.47% | 13.29% | 13.17% | 16.95% | 16.21% | 12.06% | 18.39% | 18.59% | 8.68% | 12.78% | 15.17% | 12.75% | 13.69% | 14.77% | 16.21% | 13.59% | 14.89% | 15.59% | 16.14% | 16.86% | 16.81% | 17.46% | 16.1% | 18.09% | 17.13% | 14.45% | 14.22% | 15.62% |
| Operating Income Growth % | - | -22.46% | 36.95% | -12.57% | 4.69% | -21.05% | 8.46% | 34.19% | -33.62% | -0.74% | 109.73% | -36.02% | -21.42% | 19.43% | -5.89% | -2.13% | -5.87% | 17.39% | -2.95% | 4.18% | 1.71% | 0.9% | 5.43% | 1.86% | 1.29% | -7.57% | 13.52% | 25.36% | -0.38% | -13.12% | 24.24% |
| EBITDA | 2.64B | 3.1B | 3.99B | 3.1B | 3.44B | 3.33B | 4.04B | 3.91B | 3.11B | 4.08B | 4.09B | 2.36B | 3.38B | 4.07B | 3.54B | 3.94B | 3.73B | 3.88B | 3.41B | 3.53B | 3.54B | 3.41B | 3.34B | 3.16B | 3.07B | 3.08B | 3.2B | 2.86B | 2.32B | 2.28B | 2.61B |
| EBITDA Margin % | 15.94% | 18.04% | 19.9% | 15.16% | 17.03% | 17.11% | 21.11% | 21.18% | 16.83% | 22.36% | 22.46% | 12.69% | 17.15% | 19.25% | 16.82% | 18.92% | 18.88% | 20.3% | 17.58% | 19.3% | 21.16% | 21.45% | 22.17% | 22.01% | 22.67% | 21.19% | 22.91% | 21.96% | 18.87% | 18.13% | 19.89% |
| EBITDA Growth % | -30.19% | -22.2% | 28.87% | -9.84% | 3.25% | -17.65% | 3.38% | 25.62% | -23.79% | -0.15% | 73.29% | -30.27% | -16.9% | 14.9% | -10.19% | 5.79% | -3.92% | 13.68% | -3.17% | -0.49% | 3.87% | 2.01% | 5.87% | 2.71% | -0.09% | -3.91% | 12.13% | 23.12% | 1.97% | -12.98% | 17% |
| D&A (Non-Cash Add-back) | 590M | 616M | 781M | 753M | 754M | 766M | 796M | 917M | 882M | 724M | 705M | 746M | 862M | 863M | 857M | 1.09B | 813M | 783M | 775M | 806.5M | 932.8M | 844.5M | 800.3M | 745.8M | 706.6M | 739.6M | 673.4M | 628M | 542.5M | 490.9M | 561M |
| EBIT | 2.46B | 2.49B | 3.2B | 2.31B | 2.62B | 2.48B | 3.18B | 2.91B | 2.08B | 3.31B | 3.33B | 1.63B | 2.54B | 3.23B | 2.7B | 2.46B | 2.79B | 2.85B | 2.55B | 2.62B | 2.1B | 2.31B | 2.51B | 2.33B | 2.37B | 2.34B | 2.53B | 2.23B | 1.78B | 1.78B | 2.05B |
| Net Interest Income | -215M | -232M | -222M | -227M | -268M | -250M | -244M | -250M | -253M | -308M | -308M | -278M | -266M | -262M | -267M | -259M | -223M | -249M | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 |
| Interest Income | 21M | 24M | 48M | 66M | 14M | 6M | 8M | 11M | 10M | 10M | 11M | 17M | 18M | 20M | 18M | 18M | 20M | 26M | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 |
| Interest Expense | 236M | 256M | 270M | 293M | 282M | 256M | 252M | 261M | 263M | 318M | 319M | 295M | 284M | 283M | 284M | 277M | 243M | 275M | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 |
| Other Income/Expense | 234M | -254M | -67M | -127M | -225M | -238M | -314M | -341M | -416M | -367M | -374M | -278M | -266M | -262M | -267M | -259M | -223M | -249M | -258M | -298.9M | -256.6M | -341.7M | -303M | -255.3M | -166.2M | -173.8M | 29.5M | 169.9M | -38.7M | -467.2M | 50.9M |
| Pretax Income | 2.29B | 2.23B | 3.14B | 2.22B | 2.46B | 2.32B | 2.93B | 2.65B | 1.81B | 2.99B | 3.01B | 1.33B | 2.25B | 2.64B | 2.11B | 2.18B | 2.55B | 2.58B | 2.29B | 2.32B | 1.84B | 1.97B | 2.2B | 2.08B | 2.2B | 2.16B | 2.56B | 2.4B | 1.74B | 1.32B | 2.1B |
| Pretax Margin % | 13.79% | 12.98% | 15.67% | 10.85% | 12.17% | 11.95% | 15.31% | 14.36% | 9.81% | 16.38% | 16.53% | 7.18% | 11.43% | 12.49% | 10.02% | 10.47% | 12.91% | 13.48% | 11.79% | 12.69% | 11.02% | 12.38% | 14.61% | 14.47% | 16.23% | 14.9% | 18.3% | 18.44% | 14.14% | 10.5% | 16.01% |
| Income Tax | 674M | 527M | 565M | 453M | 495M | 479M | 676M | 576M | 471M | 776M | 922M | 418M | 856M | 828M | 660M | 660M | 788M | 746M | 618M | 536.5M | 469.2M | 438.4M | 483.9M | 484.1M | 629.9M | 645.7M | 758.5M | 730.2M | 561.9M | 433.1M | 700.8M |
| Effective Tax Rate % | 29.5% | 23.58% | 17.98% | 20.43% | 20.15% | 20.62% | 23.07% | 21.74% | 25.98% | 25.94% | 30.64% | 31.31% | 37.96% | 31.35% | 31.28% | 30.23% | 30.9% | 28.96% | 27% | 23.15% | 25.43% | 22.27% | 21.96% | 23.32% | 28.6% | 29.83% | 29.64% | 30.45% | 32.31% | 32.88% | 33.3% |
| Net Income | 1.96B | 2.02B | 2.54B | 1.76B | 1.93B | 1.81B | 2.35B | 2.16B | 1.41B | 2.28B | 2.17B | 1.01B | 1.53B | 2.14B | 1.75B | 1.59B | 1.84B | 1.88B | 1.69B | 1.82B | 1.5B | 1.57B | 1.8B | 1.69B | 1.67B | 1.61B | 1.8B | 1.67B | 1.17B | 901.5M | 1.4B |
| Net Margin % | 11.8% | 11.74% | 12.69% | 8.63% | 9.59% | 9.33% | 12.29% | 11.69% | 7.63% | 12.48% | 11.9% | 5.45% | 7.74% | 10.13% | 8.31% | 7.63% | 9.33% | 9.86% | 8.7% | 9.98% | 8.95% | 9.86% | 11.94% | 11.81% | 12.34% | 11.08% | 12.88% | 12.82% | 9.48% | 7.19% | 10.68% |
| Net Income Growth % | -19.55% | -20.59% | 44.27% | -8.79% | 6.62% | -22.87% | 9.04% | 52.98% | -38.1% | 5.17% | 113.82% | -33.62% | -28.76% | 22.4% | 9.99% | -13.67% | -2.18% | 11.48% | -7.29% | 21.57% | -4.39% | -12.88% | 6.26% | 1.17% | 4.02% | -10.59% | 7.94% | 43.09% | 29.32% | -35.78% | 4128.31% |
| Net Income (Continuing) | 1.61B | 1.71B | 2.58B | 1.76B | 1.96B | 1.84B | 2.25B | 2.07B | 1.34B | 2.21B | 2.09B | 917M | 1.4B | 2.02B | 1.65B | 1.52B | 1.76B | 1.83B | 1.67B | 1.78B | 1.38B | 1.53B | 1.72B | 1.64B | 1.63B | 1.61B | 1.8B | 1.67B | 1.18B | 884M | 1.4B |
| Discontinued Operations | 2M | 297M | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 50M | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 29.8M | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 |
| Minority Interest | 146M | 150M | 135M | 153M | 153M | 223M | 243M | 227M | 241M | 253M | 219M | 214M | 270M | 284M | 302M | 280M | 285M | 284M | 404M | 484.1M | 422.6M | 394.5M | 368.4M | 298.3M | 255.5M | 309.4M | 281.3M | 244.6M | 198M | 162.6M | 248.7M |
| EPS (Diluted) | 5.87 | 6.07 | 7.55 | 5.21 | 5.72 | 5.35 | 6.87 | 6.24 | 4.03 | 6.40 | 5.99 | 2.77 | 4.04 | 5.53 | 4.42 | 3.99 | 4.45 | 4.52 | 4.04 | 4.09 | 3.25 | 3.28 | 3.61 | 3.33 | 3.22 | 3.02 | 3.31 | 3.09 | 1.99 | 1.61 | 2.49 |
| EPS Growth % | -19.01% | -19.6% | 44.91% | -8.92% | 6.92% | -22.13% | 10.1% | 54.84% | -37.03% | 6.84% | 116.25% | -31.44% | -26.94% | 25.11% | 10.78% | -10.34% | -1.55% | 11.88% | -1.22% | 25.85% | -0.91% | -9.14% | 8.41% | 3.42% | 6.62% | -8.76% | 7.12% | 55.28% | 23.6% | -35.34% | 4050% |
| EPS (Basic) | - | 6.08 | 7.58 | 5.21 | 5.73 | 5.38 | 6.90 | 6.28 | 4.05 | 6.44 | 6.03 | 2.78 | 4.07 | 5.58 | 4.45 | 4.02 | 4.47 | 4.53 | 4.06 | 4.13 | 3.27 | 3.30 | 3.64 | 3.34 | 3.24 | 3.04 | 3.34 | 3.11 | 2.00 | 1.62 | 2.49 |
| Diluted Shares Outstanding | 333.3M | 333.1M | 337M | 338.8M | 338.3M | 338.8M | 342.5M | 345.6M | 349.6M | 355.9M | 361.7M | 366.3M | 377.4M | 387.3M | 396.1M | 398.6M | 414.4M | 416.8M | 418.6M | 445.7M | 461.38M | 478.14M | 498.67M | 508.77M | 520.06M | 533.08M | 543.99M | 539.84M | 585.83M | 559.94M | 571.19M |
| Basic Shares Outstanding | 332.6M | 333.1M | 337M | 338.58M | 337.4M | 337.3M | 340.7M | 343.6M | 348M | 353.6M | 359.4M | 363.8M | 374.5M | 384M | 393M | 395.7M | 412.4M | 416.1M | 416.7M | 441.38M | 458.56M | 475.24M | 494.56M | 507.25M | 516.85M | 529.57M | 539.1M | 536.37M | 582.9M | 556.48M | 563.78M |
| Dividend Payout Ratio | - | 82.14% | 63.97% | 90.02% | 80.56% | 83.57% | 61.69% | 65.28% | 98.3% | 59.66% | 60.53% | 125.57% | 82.31% | 57.1% | 65.77% | 69.08% | 57.84% | 52.34% | 56.21% | 51.18% | 58.95% | 53.46% | 42.66% | 36.16% | 36.59% | 36.65% | 32.22% | 33.05% | 46.79% | 58.86% | 32.88% |
Quick answers to the most common questions about buying KMB stock.
For fiscal year 2025, Kimberly-Clark Corporation (KMB) reported total revenue of $17.22B. This represents a 30.9% increase compared to $13.15B in 1996.
Kimberly-Clark Corporation (KMB) is profitable, generating $2.02B in net income for the fiscal year ending 2025 with a net profit margin of 11.7%.
Kimberly-Clark Corporation (KMB) reported an operating income of $2.49B, resulting in an operating profit margin of 14.5%. This margin reflects the operational efficiency of the business before interest and taxes.
Kimberly-Clark Corporation (KMB) generated $6.13B in gross profit for the year, representing a gross profit margin of 35.6%. This demonstrates the company's core pricing power and production efficiency.
Key Metrics
Top Statement Risk
Raw material cost inflation
Metrics are mathematically derived from official filings.
Top-Line Contraction Masks Portfolio Shift
Revenue fell 14.2% year-over-year in 2026Q1, according to recent SEC filings, reflecting divestitures and currency headwinds, while organic growth appears stable, suggesting a strategic reshaping rather than demand collapse.
The reported revenue decline of 14.2% in 2026Q1 and 17.2% in 2025Q4 likely stems from exiting low-margin tissue businesses in international markets, as indicated by the company's segment disclosures. This portfolio pruning appears to be a deliberate strategy to improve margin quality, but it reduces scale and may limit future top-line growth. Investors should monitor whether organic sales, which exclude divestitures and currency, can sustain positive momentum, as the underlying consumer demand for hygiene products remains defensive.
Gross Margin Resilience Amid Input Cost Pressures
Gross margin improved to 38.3% in 2026Q2 from 35.0% a year earlier, as reported in financial statements, despite raw material inflation, suggesting pricing power and mix shift toward higher-margin personal care.
The gross margin expansion of 330 basis points year-over-year is notable given the commodity-linked cost structure, implying that management's pricing actions and product mix improvements are offsetting pulp and resin cost increases. However, the 35.6% gross margin remains below peers like PG (50.2%) and CHD (44.7%), reflecting the structural ceiling of tissue products. The sustainability of this margin improvement depends on the lagged pass-through of input costs, which may compress margins in coming quarters if pulp prices rise further.
Operating Leverage Fading as SG&A Rises
Operating margin contracted to 10.7% in 2026Q2 from 14.2% in 2025Q2, based on reported figures, as SG&A increased 16% year-over-year while revenue remained flat, indicating negative operating leverage.
The 350 basis point decline in operating margin is driven by a disproportionate increase in SG&A expenses, which rose from $863 million to $1.0 billion, while gross profit only grew modestly. This suggests that overhead costs are not being managed efficiently relative to the revenue base, possibly due to investments in brand support or supply chain modernization. The elevated SG&A ratio may indicate that the company is spending to defend market share, but it is eroding profitability and warrants monitoring for cost discipline.
Earnings Volatility Signals One-Time Items
Net income swung from $907 million in 2024Q3 to $345 million in 2026Q2, as per income statement data, with EPS fluctuating between $1.04 and $2.69, suggesting non-recurring gains and charges distorting underlying profitability.
The 2024Q3 net income of $907 million and EPS of $2.69 appear anomalous relative to the surrounding quarters, likely reflecting a one-time tax benefit or gain from divestitures. Conversely, the 2026Q2 EPS of $1.04 is depressed by a $0.13 miss versus estimates, possibly due to restructuring charges or higher interest expense. Stock-based compensation of $41 million in 2026Q2 is modest but adds to dilution, and the effective tax rate appears volatile, warranting scrutiny of normalized earnings power.
COGS and SG&A Squeeze Operating Income
COGS as a percentage of revenue fell to 61.7% in 2026Q2 from 65.0% in 2025Q2, as reported in financial statements, but SG&A rose to 23.8% of revenue, offsetting gross margin gains and pressuring operating income.
The reduction in COGS ratio indicates successful cost-saving initiatives and favorable input cost timing, but the increase in SG&A to 23.8% of revenue from 20.5% a year ago is concerning. This rise may reflect higher marketing spend to support brand momentum or increased logistics costs, but it is consuming the gross margin improvements. Management's expense discipline appears to be wavering, and investors should monitor whether SG&A can be reined in to protect operating margins.
2024Q3 Profit Spike Marks Turning Point
The 2024Q3 operating margin of 24.8% and net margin of 21.9%, as per income statement data, represent a clear inflection point, driven by a one-time gain that masks the subsequent margin normalization.
The 2024Q3 results stand out with operating income of $1.0 billion and net income of $907 million, far exceeding any other quarter in the dataset. This appears to be a non-recurring event, likely a gain from divestitures or a tax benefit, as margins reverted to the mid-teens in subsequent quarters. The lasting impact is that investors should not extrapolate from that quarter's profitability, and the company's underlying operating margin is closer to 11-12%, which is below historical averages and peers.
Margin Gains May Be Unsustainable
Despite recent gross margin expansion, the 35.6% gross margin remains below peers, and the 14.2% revenue decline suggests a shrinking base, as reported in financial statements, raising doubts about long-term profitability.
Short-sellers would argue that the gross margin improvement is temporary, driven by favorable pulp prices that will reverse, and that the revenue decline indicates a loss of scale and competitive position. The elevated SG&A and negative operating leverage suggest that the company is struggling to control costs, and the lowered guidance for 2026 implies further margin pressure. Additionally, the high debt level (D/E 4.42) limits financial flexibility, and if input costs rise, the company may not be able to pass through price increases without losing market share to private label.