Walmart Promotes New Equate Contact Lenses

Private Label, Private Brand, Store Brand, WalmartAt the beginning of the year, Bentonville, Arkansas based retail giant Walmart introduced contact lenses online and by phone in an effort to expand it’s eye-care offerings and grow share.

“At Walmart and Sam’s Club, we are always looking for ways to make it easier and more affordable for our customers to live healthier lives,” said John Agwunobi, M.D., president of Walmart’s Health and Wellness Division. “This new contact lens program, coupled with our in-store Vision Centers and in-club Optical Centers, provides our customers with a true one stop vision solution.”equate contacts

Then in February, Walmart will launched its own private Equate brand of contact lenses to give customers even more contact lens options at low prices and this week features Equate 1-Day Contact Lenses in their circular. At a agreessive price that dramatically undercuts the two national brands on the same page:
Acuvue Moist 1-Day Contact Lenses 90 Pack $59.88 or $1.33 per day
Bausch & Lomb SofLens Daily Disposable Contact Lenses 90 Pack $39.88 or 88¢ per day
Equate 1-Day Contact Lenses 90 Pack in their circular for just $30 or 66¢ per day


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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.