> but it's generally more opaque to the consumer.

Are you sure you mean "opaque" but actually meant "transparent"? Over here in the UK we have ASDA which is owned by Walmart. They have their own store brands such as "George" for clothing and home/domestic goods such as electricals. It's pretty clear, or transparent, that stuff labelled George is ASDA's own-brand goods and no secret is made of this by ASDA.

As another example, Tesco have their own clothing brand, "F&F" and like ASDA they don't hide the fact that it's their own in-house brand.