Not sure why everyone thinks that Starbucks is taking this step from a position of weakness. As far as business is concerned, I think it's a good strategic move for them to explore this growth channel regardless of their brand's strength. Many other companies have a successful strategy involving both private label and branded products.
Amazon Shoes Category vs Endless.com (vs Zappos.com)
Essentials Baking Co. vs Trader Joe's bread (in Seattle)
Amazon Shoes Category vs Endless.com (vs Zappos.com)
Essentials Baking Co. vs Trader Joe's bread (in Seattle)