Ahead of PLMA’s Private Label Trade Show, Southern Professionals President Larry Burris Shares What Value Retailers Want From Store-Brand Manufacturers
BENTONVILLE, AR, UNITED STATES, October 26, 2026 /EINPresswire.com/ — As thousands of manufacturers prepare to meet retail buyers at the PLMA 2026 Private Label Trade Show, November 15–17 at the Donald E. Stephens Convention Center in Chicago, Southern Professionals President Larry Burris sat down to discuss what the event means for manufacturers hoping to supply store brands to value retailers such as Walmart, Sam’s Club, Dollar General, Dollar Tree, and Family Dollar.
The annual show continues to grow in popularity. Last year, it drew more than 1,900 exhibiting companies from 60 countries, and PLMA reports that exhibitors are up 35 percent and attendance is up 31 percent since 2022.
Q&A with Larry Burris
Q: Why should manufacturers focus on this year’s show?
Burris: “This is such an important show for manufacturers who want to establish relationships in the value channel. The benefit of store brands is it allows retailers to offer quality products at trusted prices, creating real opportunities for manufacturers who can deliver. The show is where many of these important conversations begin.”
Q: What do value retailers want from a private label supplier today?
Burris: “The secret to being successful in private label comes down to three main things: reliable product quality at the right price, a dependable supply chain, and strict adherence to retailer requirements. Value retailers function on tight margins, but move big volume, and they have precise standards that must be followed. Suppliers who miss deadlines, fail label specifications, or run out of stock risk losing business quickly.”
Q: Where do manufacturers most often go wrong?
Burris: “They see getting the order as the finish line, when it is actually the starting point. That’s where having a great broker partner pays off because they know the retailer’s systems so well. Getting the initial purchase order is important, but success depends on item setup, compliance, replenishment, and ongoing performance tracking. It’s everything after the sale. If post-approval details are neglected even strong products can fail.”
Q: How does Southern Professionals see its role in private label?
Burris: “Store brand business done correctly provides the foundation for a long-term partnership, and Southern Professionals has been around since 1979 so we have vast experience at building and growing these partnerships. Our role is to guarantee that both the retailer and the manufacturer succeed. This requires understanding buyers, knowing the category, and managing execution so the program performs well beyond launch.”
Q: What’s your advice for manufacturers who have a booth at PLMA in Chicago?
Burris: “The best thing you can do is have a clear plan on what you want to accomplish, instead of just handing out samples. That plan should include an understanding of which retailers match your offering, details on your cost and margin by product, and transparency about your capacity. Keep in mind that buyers remember manufacturers who simplify their work. And one final note, if you are in need of a broker, PLMA is hands down the best show for establishing those relationships. The most experienced broker groups in the country attend this show and that experience will pay huge dividends if you are able to land business.”
About Southern Professionals
Southern Professionals is a retail brokerage that has helped brands, manufacturers, and contract manufacturers grow in the value channel since 1979. The company represents clients with Walmart, Sam’s Club, Dollar General, Dollar Tree, Family Dollar, The Home Depot, Tractor Supply, and Variety Wholesalers. Its services span buyer relationships, item setup, compliance, replenishment, digital shelf content, and weekly performance reporting. Learn more at www.southernprofessionals.net.
Justine Cruz
Southern Professionals
+1 813-322-6345
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