Walmart’s Jet.com To Blast into Private Brand

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.



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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.