Jet Launches Uniquely J

Walmart‘s has officially launched its first private brand Uniquely J to engage urban millennials and help Walmart battle Amazon.

“We’re excited to introduce Uniquely J to consumers, confident that they’ll embrace the products and soon begin to consider them essential to their day-to-day shopping,” said Liza Landsman, president of in an MSNBC article late last week.

Among its initial offerings are 13 coffee skus, 12 Clean Living skus, 8 Sauce & Oil skus and 4 Paper skus totaling 37 items. Among the unique items are lemon thyme basil cleaning wipes, organic sriracha, black pepper marinade and Peruvian ground coffee.

“With Uniquely J, we want to eliminate the tradeoffs consumers face; the purchase decision becomes an easy one when each product offers the trifecta of quality, style, and value,” said Dan Hooker, who heads private brand products and e-commerce for and Walmart.

“Uniquely J is not just’s entry into the private brands space, it also furthers our efforts to serve the metropolitan consumer with a select assortment of premium products while also offering them a great shopping experience,” Landsman said.

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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.