Due to the relevance of private labels strategies in the European market and the strengthen that these strategies have received from distribution groups, present paper analyses the evolution of private label strategy towards differentiation modes. So, after pointing out some details about relevance of private brands in Europe by sector, three differentiation strategies are identified. Each one of those is analized, collecting names under which the brands are known. Also, the paper includes actual data about the use of these strategies in different European countries and the way how these private brands are providing value.