BJ’s Wholesale Club Launches Sites for Berkley Jensen & Wellsley Farms

BJ’s Wholesale Club today announced two new websites dedicated to showcasing the value, quality and assortment of its two private brands, Berkley Jensen and Wellsley Farms. This is the first time the company has created dedicated ecommerce sites for its private brands.

“Our exclusive brands offer members exceptional value on a wide range of items, from fresh produce to paper goods to baby supplies,” said Rafeh Masood, senior vice president and Chief Digital Officer, BJ’s Wholesale Club. “The new websites allow BJ’s to tell the story of these brands, educating members on the quality and assortment while allowing them to research products and shop.”

BJ’s Wholesale Club is the first wholesale club to offer websites dedicated to its exclusive brands to better inform members about the selection, quality and value of the products.

The sites ( and will showcase a broad assortment of both brands, showcase the stories behind the products and create a shoppable, dedicated experience for both brands. Members will also be able to access PICK UP & PAY® to reserve select non-perishable products online and pick up in-club in as little as two hours.

“We are thrilled to highlight the quality and value of BJ’s exclusive Wellsley Farms and Berkley Jensen brands with the launch of these two websites,” said Scott Williams, vice president, own brands and quality, BJ’s Wholesale Club. “Our Wellsley Farms and Berkley Jensen products are all backed by BJ’s 100% Money Back Guarantee, so our Members can get everything they need without compromising on quality or value.”

BJ’s is making significant updates to deliver an integrated omnichannel experience. The company expects to announce additional enhancements to its digital offerings, from increased use of technology in its clubs to a new mobile app.

To learn more about Private Brand at BJs Wholesale don’t miss Scott Williams, Vice President of Own Brands and Quality when he presents at VELOCITY: THE MY [PRIVATE] BRAND conference September 13-15 at the Omni Hotel in Charlotte, NC.

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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.