Walmart Launches “Women Owned” Brand

Walmart Women OwnedWalmart announced last week that it’s shoppers will see a unique logo on retail packaging of products from women-owned businesses, available both in-store and online.

As part of its overall strategy and goal to source more from women-owned businesses, Walmart supported the Women’s Business Enterprise National Council (WBENC) and WEConnect International, in collaboration with Rouge24, a women-owned graphics agency, to develop the “Women Owned” logo to help customers easily identify products made by women-owned businesses sold through any retailer. All women-owned businesses that are WBENC and/or WEConnect certified are eligible to display the logo on their product packaging.

The logo launches during Women’s History Month, underscoring Walmart’s ongoing commitment to empowering women around the world and helping women-owned businesses succeed and grow.  Walmart sells thousands of products from women-owned businesses both in-store and online and this month Walmart will place six products on feature with the “Women Owned” logo in store, including Milo’s Tea, Jelmar CLR Remover, HMS Mfg. Co Hefty Wastebaskets, Goldbug Inc. Carter’s Newborn Shoes, Ariela and Associates Smart & Sexy Bra, and Ziegenfelder’s Budget Saver Pops. The products will be sold in all Walmart stores nationwide and will have a prominent presence on Walmart.com/WomenOwned a new page that also launched today to showcase products made by women-owned businesses.

“As the world’s largest retailer, we have the opportunity to use our scale, purchasing power and local presence to help others,” said Kathleen McLaughlin, president of the Walmart Foundation and senior vice president of Walmart Sustainability. “By sourcing more products from women-owned businesses, and making it easier for customers to identify those products at the shelf and online, we are helping to empower women and their families. We are excited by the power of business and retail in particular to increase women’s economic mobility.”

Women-owned businesses contribute over $1.3 trillion to the U.S. economy and women are responsible for more than 80 percent of consumer decisions made globally. By featuring products from women-owned businesses, Walmart is driving sales growth and increasing customer knowledge and loyalty.

“As a mom and CEO of the largest twinpop manufacturer in the U.S., I can honestly say we take pride in producing the best tasting, lowest priced product of its kind, but most of all our business is about family. We believe nurturing and developing our work family is the best way to take care of the customers who count on us for a great tasting, value-priced product,” said Lisa Allen, CEO of Ziegenfelder’s Budget Saver Pops. “We’ve been a supplier to Walmart for over 20 years and just opened our third factory in Denver. Thanks to our partnership with Walmart, we are able to bring smiles to the faces of millions of American families every day, and that’s the best way to grow a business.”

Walmart and the Walmart Foundation are committed to supporting and empowering women around the world. In September 2011, Walmart launched its Global Women’s Economic Empowerment initiative, using its unique size and scale to improve the lives of underserved women and help women-owned businesses succeed and grow. As part of the initiative, Walmart committed to source $20 billion from women for its U.S. business and to double sourcing from women internationally by 2016.

Featuring products with the “Women Owned” logo is the latest example of Walmart’s commitment to women and is designed to help consumers easily recognize products from women-owned businesses in stores and online in the U.S.



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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.