Club store retailer BJ’s Wholesale Club has engaged Hilco Streambank to market and sell a select group of their portfolio of private brand trademarks and domain names. BJ’s is in the process of consolidating its private brand offerings into a smaller umbrella of core brands. It is prepared to sell the offered brands individually, or as a portfolio.

The current deadline for all offers is March 8, 2016 at 5:00PM EST.

In 2009, BJ’s created several private brands designed to address several fast growing grocery and consumables categories including natural and organic food, pet, baby and home products.

Screen Shot 2016-02-18 at 10.12.42 PMThe brands for sale include:

  • Earth’s Pride Organics® | Earth’s Pride Pet® | Earth’s Pride All Natural®
  • Generation Earth®
  • Healthy Helpings®
  • Rozzano®
  • Lyndon Reede®

Brand assets also include:

  • Brand Guidelines and Standards
  • Logos and Art Work
  • Related Marketing Materials

*Brand guidelines and standards not included for Lyndon Reede® and Rozzano®

These private brands present a turn-key opportunity to acquire a developed collection of trademarks and domain names which have been successfully prosecuted and registered with the USPTO. These brands have demonstrated their appeal to consumers when sold side by side against established consumables brands.

BJ’s has obtained registered trademarks for the private brands covering multiple classifications and product categories. Additionally, BJs has developed logos, artwork and brand guides covering over 150 SKU’s in the grocery, frozen and prepared foods, baby and pet product aisles. Sales of product carrying the private brands were over $200 million annually.

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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.