Private Brand is Simply Right at Sams’s Club

In June Bentonville, Arkansas-based warehouse club store Sam’s Club announced that it would launch three new Private Brands created by the San Franciso, California-based branding and design agency Michael Osborne Design.

Artisan Fresh, a selection of premium food products ranging from baguettes to apple pies quickly made it into stores, However the other two brands: Simply Right, a personal care collection including diapers and pet care; and Daily Chef, which includes grocery staples such as olive oil have been a bit slower to flow into my local store.

Below is a collection of photos from a recent store walk featuring Simply Right. This is definitely a modern upgrade from the dated Members Mark packaging, interestingly many of the packages feature a page peel effect in one of the corners that reassure club members, “Members Mark is now Simply Right. Same quality – Fresh new look.”

Over the last few years many retailers have jumped with both feet into consolidating their Private Brand portfolio, it is nice to see a retailer who has chosen to create a portfolio strategy that is customized to their needs instead of simply following the rest of the pack.



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Christopher Durham
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.