White label agreements allow a reseller to sell a supplier's product or service under the reseller's own brand. Common in software, cosmetics, food, and financial services. The supplier does the manufacturing or development; the reseller handles sales and branding.

• Trade mark licence needed to allow reseller to use supplier's underlying marks (if any)
• Pricing: supplier sets wholesale price; reseller sets retail price freely (UK competition law)
• Exclusive territories: be aware of UK competition law restrictions
• Quality control essential — supplier's reputation linked to reseller's service quality
• Return and support: who handles customer complaints — reseller or supplier?

Legal reference: Trade Marks Act 1994; Competition Act 1998; Supply of Goods and Services Act 1982