The importance of store brands has increased. Many products carrying a label that is exclusively available from a specific retailer chain have been introduced in recent years, with varying degrees of success. Retailers appear to pay little attention to the multiple risks associated with adding new product categories to their store labels. We investigate how store image factors and various categories of perceived risk associated with product attributes affect consumer evaluations of store-branded products. A structural model is developed and tested, providing indications of the likelihood of store brand success in various product categories. Research and managerial implications are provided.