A private label card is a credit card issued under the name of a particular merchant organization.
Merchants offer it as an incentive for cardholders to spend money at their businesses.
Cardholders receive benefits (special discounts, deferred payment schedules, frequency points, etc.) for using the private label card instead of the more common methods of payment such as Visa, MasterCard or American Express.
Typically, private label cards carry the brand of the merchant issuing the card.