Purpose: This article focuses on private labels, which play a crucial role in the retail market. This article aims to examine the market of private labels in the Czech Republic and reveal the customer profile of private labels in the Czech market. Design/methodology/approach: This article incorporates the results of the author's research devoted to various aspects of private labels and trade. The author used an online questionnaire for the research. This questionnaire was divided into several parts and prepared based on the literature search of statistics, reports, papers, and scientific studies. Findings: Large retail chains can achieve more than 30% of sales from private labels. The nature of the private label market is changing significantly. Therefore, the customer profile is changing too. The author's research revealed that the most critical segment for private labels is women, specifically single women with an income of up to 20,000 CZK, aged under 27-36, who live in medium-sized cities with up to 100,000 inhabitants. Research limitations/implications: In the current Covid-19 pandemic, the results can contribute to more effective collaboration with customers. In the future, it is intended to develop research on other aspects that affect the operation of private labels. Practical implications: It is clear from the research results that large retail chains should focus on certain specific segments, especially women with the above profile. According to research, this segment is the most crucial segment for retail chains and should focus on it. Originality/value: The article focuses on the changes during the Covid-19 pandemic. At this time, there were changes in shopping behavior, which are listed in the article.