Retailers that carry both the PVL (private label) and Diamond brands of cutlery outperform retailers carrying only PVL on several sales measures. At the household level, new buyers of Diamond cutlery are completely incremental and independent of PVL buyers. Adding the Diamond brand to the assortment of a Northeast food retailer doubled their cutlery sales, demonstrating the incrementality of including both brands. The recommended assortment structure is a predominantly PVL mix with complementary Diamond items.