Roars Into Private Label

By Grant Arnott | 25 Oct 2017

Amazon’s biggest competitor, the Walmart-owned, has launched its first private label in fast-moving consumer goods., the Amazon challenger acquired by Walmart last year, has officially launched its first private label FMCG line aimed at millennial customers, called Uniquely J.

Uniquely J includes more than 50 SKUs in the coffee, cleaning, laundry, pantry, paper and food storage categories.

“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 “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.
The products in the line feature the attributes that’s customers are seeking, including cleaning products made with plant-based ingredients, organic and Fair Trade Certified coffee beans and food storage bags made from BPA-free plastics.

In its annual meeting with analysts earlier this month, Walmart said it is positioning to be geared toward “the more affluent, higher-income, urban Millennial customer.”

Uniquely J was designed for its pricing to be as attractive as its quality and design.  For example, the customer will experience that value with Uniquely J when paying under $20 – or 37 cents per cup – for 54 cups of Uniquely J 54 Count Single Cup Coffee; and 19 cents per load with Uniquely J Liquid Laundry Detergent 2X Strength, Lavender White Tea, 100 Loads.

“Uniquely J was created to make it easier for busy consumers to get their everyday essentials without having to give up the things they care about.  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,” added Dan Hooker, general manager, Private Brands, and Walmart ecommerce.

Consumers can shop Uniquely J via and expect more products to be added to the brand in the coming months and continuously over time.

The move into private label is the latest in a series of major initiatives by, including the acquisitions of popular pureplay retailers Modcloth and Bonobos, as Jet becomes the engine for Walmart’s aggressive digital expansion.


0 Comment

Leave a Reply

Your email address will not be published. Required fields are marked *