A little more than a year after Walmart acquired Jet.com for $3.3 billion, the e-commerce site Jet.com is preparing to launch its first private brand. The new private brand will be called “Uniquely J.” It will target the needs of young urban adults, so-called “metro millennials.”
Jet will begin selling approximately 60 food and household products over the next two months, later adding beauty, baby, and pet products that aim to give shoppers a more premium option than Walmart’s Great Value, Equate and Sams Choice brand products which are currently available on the site. The products will use shipping-friendly packaging, not packaging designed for products sold primarily find brick and mortar stores.
The move is expected to help Walmart and Jet compete with the Amazon’s dramatic expansion into private brand and its introduction of Whole Foods 365 Everday products after its acquisition of upscale grocery Whole Foods Market.