The Event

White & Private Label Expo New York · 30 September to 1 October 2026

White & Private Label Expo New York brings white label and private label sourcing to the Javits Center on 30 September and 1 October 2026. The organiser, Business Show Media, describes a floor of 6,000+ online sellers, e-commerce professionals and business owners, across categories running from health and beauty to food and drink.

It is co-located with three other shows, and a free ticket covers all four. That makes it a broad two days: sourcing, retail technology, packaging and supply chain in one building, rather than a single specialist track.

View event site → What this means for EU expansion

The Room

Who's expected at White & Private Label Expo New York

The organiser says the show will bring together 6,000+ online sellers, e-commerce professionals and business owners, and puts 95% of them in the room with buying power. Those are Business Show Media's own figures for the New York edition, published on its site rather than independently audited, so read them as a scale indicator.

Because a free ticket covers all four co-located shows, the room is wider than a sourcing crowd alone. Packaging, retail technology and supply chain attendees move through the same halls, which changes the kind of conversation you can have in two days.

Online sellers Ecommerce professionals Business owners Private label brand builders Retail buyers Packaging and labelling teams Supply chain and logistics teams

For a growing brand seeking the next step up, is White & Private Label Expo (New York) 2026 a good fit?

This is a broad floor rather than a specialist one. The published categories run from office supplies to food and drink, so if your priority is meeting suppliers across several product lines inside two days, it is a stronger venue for that than for deep category-by-category technical detail. The named speakers come from large brands and platforms, which suits a founder who wants to hear how bigger operators are thinking, less so one hunting for hands-on compliance workshops.

Reported scale

Business Show Media publishes 6,000 attendees, 95% with buying power and 164 average leads generated for the New York edition. These are the organiser's own figures.

Four shows, one ticket

In the organiser's words, the show "is co-located with three other leading retail and e-commerce events: Smart Retail Tech, E-commerce Packaging and Labeling, and Retail Supply Chain & Logistics Expo". Your free ticket gives access to all four.

Category range

Eleven published categories: office supplies, cleaning and household, toys and games, baby products, clothing and apparel, health and beauty, tech and electronics, vitamins and supplements, pet products, home and kitchen, food and drink.

Named speakers

The line-up published so far draws from Bombas, Adobe, Gopuff, Estée Lauder Companies, Alibaba.com, Bayer and QVC Group, at director and founder level.

Programme

What's on at White & Private Label Expo New York 2026

Business Show Media publishes the show's themes, categories, speakers and co-located events, but not a session-level timetable. The four groupings below are built from what the organiser has published, so treat them as the shape of the two days rather than a schedule to plan around.

01 White and private label sourcing

The core floor. The organiser lists the product categories exhibiting rather than a session schedule, and the spread is wide. For a US brand looking at Europe, the category you sell in decides almost everything about what EU entry costs you, so this is the part of the show that shapes your compliance work.

Health and beauty · vitamins and supplements
Food and drink · pet products · baby products
Home and kitchen · cleaning and household · office supplies
Clothing and apparel · toys and games · tech and electronics

02 Seminar and keynote themes

The organiser describes a programme of seminars and keynote sessions across four themes. Titles and times are not published yet. If European expansion is on your roadmap, the white label and logistics themes are the two most likely to carry material you can act on.

Ecommerce
Retail
White label
Logistics

03 Speakers named so far

These are the speakers the organiser has named, without sessions attached to them. The mix skews towards large brands and platforms rather than early-stage sellers, which tells you something about the level the main stage will pitch at.

Co-Founder and Executive Chairman, Bombas
Director of Innovation, Estée Lauder Companies
General Manager, Private Label, Gopuff
Senior Director of Business Development and Partnerships, Alibaba.com
Director, Engagement Management, Adobe
Head of Digital Platforms, Bayer
Director of Customer Marketing, QVC Group

04 The three co-located shows

Your free ticket covers all four events, so the adjacent halls are part of the programme in practice. Packaging and supply chain are where a US brand shipping into Europe tends to find the gaps in its own plan, and both have a hall here.

Smart Retail Tech
E-commerce Packaging and Labeling
Retail Supply Chain & Logistics Expo

Live Intelligence

What's being said about White & Private Label Expo New York

Expected themes ahead of the show, drawn from the organiser's published material, and updated here as coverage develops.

The 2026 US edition runs at the Javits Center

ORGANISER SITE · SEP 2026

The organiser's site lists the 2026 US edition in New York, at the Javits Center, on 30 September and 1 October. If you are working from a date or a city you noted earlier in the year, check it against whitelabelexpo.com before booking anything.

Some directories still carry a different US city

EVENTS INTELLIGENCE · SEP 2026

Third-party event directories are still showing a Las Vegas listing for the 2026 US edition. The organiser's own site carries New York only. Directory listings for this series have lagged behind the organiser before, so the organiser's site is the one to trust.

One free ticket, four co-located shows

ORGANISER SITE · SEP 2026

The organiser states that the show is co-located with Smart Retail Tech, E-commerce Packaging and Labeling, and Retail Supply Chain & Logistics Expo, and that "your free ticket gives you access to all four shows". For a brand weighing European entry, the packaging and supply chain halls are worth as much floor time as the sourcing hall.

The organiser's own numbers point at a buying room

ORGANISER SITE · SEP 2026

Business Show Media publishes 6,000 attendees, 95% with buying power and 164 average leads generated for New York. These are the organiser's figures, not an audited count. Treat them as an indication of scale and intent rather than a verified statistic.

Category breadth cuts both ways

ORGANISER SITE · SEP 2026

Eleven published categories sit on one floor, from office supplies to vitamins and supplements. A supplement and a t-shirt face almost nothing in common once they cross into the EU. Go in knowing which categories you actually need, because no single European compliance answer covers this floor.

The bigger picture

A private label range meets eleven different EU rulebooks

A sourcing floor this broad is a useful reminder that Europe does not treat your catalogue as one thing. The rules that apply to a private label serum, a pet food and a phone accessory have almost nothing in common once the goods cross into the EU. A range that looks coherent in a US warehouse can need three or four separate compliance workstreams to reach a European shopper.

Cosmetics are notified through the Cosmetic Products Notification Portal (CPNP) in the EU and the Submit Cosmetic Product Notifications service (SCPN) in Great Britain, two separate regimes needing two separate EU Responsible Person appointments.
Supplements and wellness products are classed differently across Europe, with permitted ingredients, dosages and health claims varying by market, and some US supplements treated as medicines in parts of the EU.
Clothing and apparel needs fibre composition labelling, and returns matter more in this category, because European shoppers expect an easy local return and cross-border returns to the US erode margin fast.
Extended Producer Responsibility (EPR), the packaging registration regime, applies per country rather than EU-wide, so Germany, France and others each need their own registration, and going without risks marketplace suspension.

Expandly's Global Expansion Pathway (GEP™) maps this category by category rather than as a single blanket rule, covering VAT (value-added tax), compliance and fulfilment as one piece of work. If you leave New York with three supplier conversations across three different categories, that is three different European routes to plan.

Organiser's scale figure

Business Show Media publishes 6,000+ online sellers, e-commerce professionals and business owners for the New York edition, with 95% reported to have buying power.

6,000+ attendees, organiser's figure

Before a cosmetic sells in the EU

A private label cosmetic needs a safety assessment, a named EU Responsible Person and CPNP notification before a single unit can legally be sold. Great Britain needs its own separate set.

3 steps, per regime

One route, not four providers

Rather than assembling a VAT agent, a logistics provider and a compliance advisor separately, the Global Expansion Pathway runs compliance, tax and fulfilment as one operation, served from our Netherlands warehouse.

GEP™ Global Expansion Pathway

Good to Know

Questions about White & Private Label Expo New York

Where and when is White & Private Label Expo New York 2026?

It runs on 30 September and 1 October 2026 at the Javits Center in New York, NY. The organiser is Business Show Media, and the event site is whitelabelexpo.com.

Is the 2026 US edition in New York or Las Vegas?

The 2026 US edition is in New York. Some third-party event directories still carry a Las Vegas listing for 2026, but the organiser's own site lists New York only, so check whitelabelexpo.com before booking travel.

How much does a ticket cost, and what does it cover?

Entry is free. In the organiser's words, "your free ticket gives you access to all four shows", meaning White & Private Label Expo plus the three co-located events: Smart Retail Tech, E-commerce Packaging and Labeling, and Retail Supply Chain & Logistics Expo.

What extra rules apply to selling beauty and cosmetics in the EU?

Cosmetics face specific EU rules on top of general compliance: each product must be notified through the Cosmetic Products Notification Portal (CPNP), hold a safety assessment, and name an EU Responsible Person. Ingredient and labelling rules are strict. These sit alongside VAT (value-added tax) and packaging registration, so beauty brands should confirm the cosmetics-specific set early.

Can I sell US supplements and wellness products in the EU?

Supplements and health products are tightly regulated and rules differ by country. Permitted ingredients, dosages, and health claims vary across the EU, and some products classed as supplements in the US are treated as medicines in parts of Europe. Check classification and claims per market before listing, as this is a common and costly trip-up.

Why are US brands expanding into Europe now?

The main reasons are rising US advertising and acquisition costs, marketplace and tariff volatility, and the risk of depending on a single channel or market. Europe offers large, less-saturated markets as a growth and diversification play. The brands that succeed treat it as a structured operation, not a listings exercise.

Make Your Move

Heading to the Javits Center at the end of September?

Two days and eleven categories is a lot of supplier conversation. Knowing which of those categories can actually reach a European shopper, and what each one costs to get there, is what turns a busy floor into a plan.

We can brief you before you go on what applies to your specific range in Europe: VAT (value-added tax) registration, the Responsible Person appointment, packaging registration and where your stock should sit. Afterwards, we can take what you found on the floor and turn it into a sequenced route into Europe, run through the Global Expansion Pathway (GEP™) and served from our Netherlands warehouse.

If New York has you thinking about a European range, come and talk it through with us.