Jet Adds Walmart Private Brands

Walmart’s recently acquired online retailer Jet.com’s has begun offering products from Walmart private brand portfolio including Great Value, Equate and Sam’s Choice. The move was facilitated the companies’ online order-fulfillment centers officially linking.

The two retailers will continue to operate independent sites and target different customers — Walmart.com for the everyday, price-conscious shopper and Jet for more upscale city dwellers, according to spokesman Dan Toporek in a quote from Bloomberg. Yet in certain cases, “where there are gaps in the assortment,” Jet.com will offer the Walmart private brands.



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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.