White & Private Label Expo US Brings 6,000+ Attendees to New York for Two Days of Business, Innovation and Networking

With more than 6,000 attendees, 100+ exhibitors, an outstanding keynote program and valuable business connections made, the White & Private Label Expo US brought the industry together at the Javits Center in New York.

There is something special about seeing months of planning, preparation and hard work finally come together. For us, the White & Private Label Expo US was about much more than filling a show floor. It was about bringing the right people into the same room, helping businesses discover new opportunities and creating an environment where meaningful connections could turn into real business.

Taking place at the Javits Center in New York, this year's event welcomed more than 6,000 attendees and over 100 exhibitors, bringing together buyers, retailers, entrepreneurs, business owners, manufacturers and suppliers from across the industry.

From visitors discovering the exact supplier they had been looking for to exhibitors reporting strong leads and encouraging product feedback, the conversations happening throughout the show floor were a reminder of why events like this matter.

And, perhaps most importantly, we heard directly from attendees and exhibitors who left feeling that their time at the expo had been worthwhile.

Bringing Together the White Label and Private Label Industry Together

Finding the right manufacturer, discovering a new product or meeting a supplier who understands your business can take time. For entrepreneurs building a brand, retailers looking to expand their ranges and established businesses exploring new opportunities, making those connections can be a significant step forward.

The White & Private Label Expo US was designed to make those conversations easier.

With more than 100 exhibitors showcasing their products, services and capabilities, visitors had the opportunity to explore potential partnerships, discover new sourcing opportunities and speak directly with businesses that could help them take their next steps.

The variety of exhibitors also meant there was plenty to discover, whether visitors arrived with a specific sourcing requirement or were simply looking for inspiration for their next product or business venture.

For many, the value of attending went beyond what they expected to find.

One visitor, Jane Evans, shared a particularly memorable experience:

“The first exhibitor that I walked up to was EXACTLY who I needed.”

Jane explained that she had been organizing elements of a particular project just days before the event, making the unexpected discovery especially timely. She had not expected to find a business from that particular industry at the expo, yet the connection was exactly what she needed.

It's a simple story, but it captures something important about bringing an industry together in person. Sometimes, the most valuable connection is one you didn't even know you were going to make.

Real Connections, Real Opportunities and Deals Being Done

For an event like this, success isn't measured by attendance figures alone. It's also about what happens when people meet.

Are visitors finding the products they need? Are buyers discovering manufacturers they wouldn't otherwise have encountered? Are exhibitors meeting potential customers and generating promising leads?

The feedback we received suggests that these conversations were happening throughout the show.

Dr. Kritika Jha nearly missed the White & Private Label Expo US altogether after hearing about it through a community group just one day before the event. Thankfully, she decided to attend - a decision she described as one of the best she had made that week.

Reflecting on her experience, she shared:

“I talked to dozens of manufacturers across two days.”

She went on to describe how some of the largest companies in the room ended up closing deals with her, including suppliers she would never have found from her desk.

Her experience highlights the value of meeting manufacturers face to face. Online research can be useful when exploring products and potential suppliers, but being able to have direct conversations, ask questions and discover unexpected opportunities can make a real difference.

It's also a reminder that you don't always need months of planning to get value from an event. Sometimes, one decision to show up can open doors you hadn't anticipated.

Exhibitors See Strong Leads and Positive Product Feedback

The benefits of the expo weren't limited to visitors. Exhibitors also shared encouraging feedback about the quality of conversations, the support they received and the opportunities created during the show.

Inge Rosegaar, CEO of Rosegaar Feed Inc., described the event as:

“Very good show, incredibly good product feedback with lots of great leads generated.”

For exhibitors, feedback like this is particularly meaningful. Meeting potential customers is one thing, but receiving useful product feedback and generating promising leads can help businesses understand market demand and identify opportunities for future growth.

Hayley Lawson of Blank Slate Designs attended the show as an exhibitor for the first time. Although the team initially felt nervous about how the event would go, they came away pleasantly surprised.

Hayley highlighted the support provided by the event team throughout the process, the variety of exhibitors and the presence of local businesses walking the show floor.

She also shared that Blank Slate Designs had already booked the London show and was in discussions about participating in other events.

It's wonderful to hear that a first-time exhibitor had such a positive experience and was already looking ahead to future opportunities with us.

Feedback like this reinforces the importance of creating an event where businesses feel supported, exhibitors can showcase what they do, and visitors have a genuine reason to stop, ask questions and start conversations.

An Outstanding Keynote Program Featuring Industry Leaders

Alongside the exhibition floor, the White & Private Label Expo US featured a keynote program bringing together experienced leaders from major brands and organizations.

The sessions explored some of the biggest questions facing businesses today, from scaling a brand and adapting to artificial intelligence to managing inventory, transforming supply chains and turning product ideas into valuable intellectual property.

Bryan Collins, Google: Scale Is a System

Bryan Collins, Global Head of Strategy & Operations for Go-to-Market at Google, presented “Scale Is a System: The Three Altitudes of Growing a Brand That Doesn't Break.”

Drawing on two decades of go-to-market strategy experience, including work with a multi-billion-dollar portfolio at Google, his keynote explored the importance of building the right systems to support brand growth.

For businesses looking to grow, ambition alone isn't always enough. Having the right strategy, structure and approach to execution is essential to building a brand that can expand without losing direction.

His session offered an important perspective for entrepreneurs and business leaders thinking about how to move beyond their initial success and build for the long term.

Elizabeth Kiehner, Adobe: How AI Is Reshaping White and Private Label

Artificial intelligence is changing how businesses operate, compete and connect with customers. Elizabeth Kiehner, Director of Engagement Management at Adobe, explored these changes in her keynote, “How AI Is Reshaping White & Private Label in 2026 and the Playbook Every Brand Builder Needs Now.”

Using case studies involving brands including Target, Olipop, Native and Topicals, the session examined how AI is changing the competitive landscape and why brand identity remains an important way for businesses to differentiate themselves.

As technology makes it easier to move quickly and reach customers, businesses also need to think carefully about what makes their products and brands distinctive.

For private-label businesses in particular, developing a clear identity and giving customers a reason to choose one product over another is an increasingly important part of building long-term value.

Brian Fried, Investor Smart: From Idea to Empire

Entrepreneurship and innovation were also at the heart of Brian Fried's keynote, “Idea to Empire: Why Great Brands Begin with a Better Version of What Already Exists.”

His message to entrepreneurs considering white-label products was straightforward: start with an existing product idea, then look for ways to improve it through an invention, a design change or a unique feature that makes it your own.

He also discussed how intellectual property protections, including patents, trademarks and copyrights, can help turn those improvements into assets that businesses can continue developing or licensing.

The session offered a practical perspective on how entrepreneurs can use white-label foundations as a starting point for creating something distinctive, rather than simply bringing another similar product to market.

Brian also served as a judge alongside representatives from Alibaba.com, Nestlé and Foot Locker and helped present the Innovation of the Year Award.

Erika Nwaneshiudu, Nestlé Nutrition & Health: Getting Inventory Right

Inventory management can have a significant impact on a business's margins, customer experience and ability to meet demand.

In “More Than Supply and Demand: The Art of Getting Inventory Right,” Erika Nwaneshiudu, Director of Supply Chain Operations at Nestlé Nutrition & Health, explored the challenges businesses face when managing complex product assortments, shelf life and purchasing decisions.

Her session looked at the importance of simplifying assortments, making decisions earlier and balancing competing priorities to reduce waste and improve product availability.

For retailers and businesses managing multiple products, getting inventory right is about more than having enough stock. It also means making informed decisions that support efficiency, profitability and a consistent customer experience.

Leila Jalai, David Yurman: The Supply Chain Behind Wearable Art

Leila Jalai, Chief Supply Chain Officer at David Yurman, brought another perspective to the programme with “The Supply Chain Behind Wearable Art.”

Drawing on the experience of an artist-founded American luxury brand, her keynote explored how businesses can modernise their supply chains, support growth and introduce meaningful change without losing what makes their brand distinctive.

The session highlighted themes relevant across industries, including leadership, technology, clear purpose and staying close to the customer.

Although businesses operate in different markets, many face similar challenges when it comes to transforming operations while protecting the qualities that make customers choose their brand.

Together, these keynote sessions brought a range of perspectives to the event, giving attendees the opportunity to hear from leaders working across technology, consumer brands, retail and supply chain operations.

Celebrating Innovation: Biologic Pharmaceutical Wins Innovation of the Year

Innovation was another important part of this year's event, with Biologic Pharmaceutical taking home the Innovation of the Year Award.

The award recognized a standout achievement within the expo's innovation program and provided an opportunity to celebrate the businesses bringing new ideas and developments to the industry.

With Brian Fried participating as a judge alongside representatives from Alibaba.com, Nestlé and Foot Locker, the award also connected the event's focus on entrepreneurship and product development with the expertise of established industry leaders.

Congratulations to Biologic Pharmaceutical on the achievement.

Recognizing innovation is an important part of supporting the businesses pushing their industries forward, and we're pleased to have celebrated that spirit at this year's expo.

Speed Networking and the Value of Meeting the Right People

With so many businesses under one roof, creating opportunities for meaningful conversations was an important part of the event experience.

Alongside exploring the exhibition floor and attending keynote sessions, speed networking gave attendees another way to connect with other professionals and explore potential business relationships.

For buyers, retailers and business owners, making the right introduction can help accelerate the search for a new supplier, open up conversations with potential partners or spark an idea for a future product.

For exhibitors, those conversations create opportunities to explain what makes their business different, understand what buyers are looking for and build relationships that can continue long after the event has finished.

Not every conversation will lead to an immediate deal, but the opportunity to meet face to face can be a valuable starting point.

And, as the feedback from this year's attendees demonstrated, sometimes those introductions lead to exactly the connection a business needs.

A Successful Show, Made Possible by the People Behind It

While the numbers, speakers and exhibitors all played an important role, one of the most rewarding parts of the event was hearing directly from the people who attended.

Seeing visitors discover products they had been searching for, hearing exhibitors talk about the leads they generated and knowing that businesses were making valuable connections made all the planning and preparation worthwhile.

As an event team, we spend months working towards those moments. There is a lot that goes into bringing an event of this scale together, and seeing everything come to life at the Javits Center was something to be proud of.

But what matters most is knowing that the event delivered value to the people who were there.

Whether it was a first-time exhibitor pleasantly surprised by the experience, a visitor who nearly missed the show but ended up closing deals, or someone who found the exact supplier they needed at their very first stop, these are the stories that make an event memorable.

We'd like to thank everyone who attended, exhibited, spoke, judged, supported and helped make the White & Private Label Expo US such a rewarding experience.

Looking Ahead to the Next White & Private Label Expo

This year's event was an important milestone, and we're excited about what comes next.

With more than 6,000 attendees, over 100 exhibitors, an engaging keynote program and feedback highlighting the connections and opportunities created, there's plenty to build on as we look towards the next edition.

Our goal remains to bring the right people together, make it easier for businesses to discover new products and partners, and create an environment where conversations can turn into meaningful opportunities.

We're incredibly proud of what the team, exhibitors, speakers and attendees achieved together at the Javits Center.

Most of all, we're grateful to everyone who took the time to be part of the event and share their experiences with us.

Thank you for making this year's White & Private Label Expo US such a memorable one. We look forward to building on this momentum and welcoming the industry back for another opportunity to connect, discover and grow at the Javits Center on September 22 -23 2027.