Sam’s Club Launches Artisan Fresh

Earlier this month Bentonville, Arkansas-based warehouse club store Sam’s Club announced that it would launch three new Private Brands: Artisan Fresh, a selection of premium food products ranging from baguettes to apple pies; Simply Right, a personal care collection including diapers and pet care; and Daily Chef, which includes grocery staples such as olive oil. The announcement signals a dramatic strategic shift for the Sam’s Private Brand portfolio with these brands replacing large portions of the long established Members Mark brand. The move has the potential to dramatically shift Private Brands at Sam’s from a strict margin play to a point of differentiation. From a lesser copy of Costco’s Kirkland to a portfolio of relevant consumer brands that can engage club members and drive loyalty.

Sam’s Club has started to roll out Artisan Fresh foods including: croissants, bagels & breads, pies, sausage, bruschetta, hummus, pastas and meal solution packaged mashed potatoes.

Simply Right will begin to appear in stores this month, while the rollout for Daily Chef will begin in July.

Below is a collection of photos from a recent store walk featuring Artisan Fresh. This is definitely a upgrade from the dated Members Mark design that presents a unique, premium and engaging brand. Stay tuned for the posts on Simply Right and Daily Chef.

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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.