Jet’s Uniquely J Private Label Line

Walmart’s launched its private label business Uniquely J (visit for current products), aimed at both urban millennials as customers and Amazon as a competitor. The unique packaging reflects its availability as an online offering where classification and product categories are obvious and products must stand out among graphically among competitors.

“Uniquely J is yet another way is innovating for the metro millennial,” spokeswoman Meredith Klein said. “From the boldly designed packaging, to the fun, witty label copy and quality ingredients – everything was designed with this metro consumer in mind.”

“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-label products and e-commerce for and Walmart, respectively.

The Wall Street Journal reported that, Uniquely J will first comprise around 60 food and household products in the next couple months, and will then add baby, beauty, and pet products that are of a higher quality than what is currently offered in Walmart stores.

Amazon has sold private label products for years, though it doubled down on its efforts following its acquisition of Whole Foods. The Seattle-based company’s private label brands include Happy Belly snacks and Mama Bear baby products. Through Whole Foods, it now has access to the organic grocer’s 365 label.

TechCrunch notes that Jet’s parent company, Walmart, already has a slew of its own in-house brands, as do all major retailers today. It sells some of Walmart’s private labels on, like Great Value, Equate, Sam’s Choice and others. But those brands may not have the same pull with the younger shopper Jet aims to attract, hence the arrival of Uniquely J.

The New York Post reported that the private-label merchandise “will be better quality than many of the national name brands,” said retail consultant Burt Flickinger, who is familiar with the company’s plans.


“The branded vendors are privately telling us that they are relieved about the division becoming a big private-label seller,” said Flickinger. “They see as the best opportunity to slow Amazon’s march towards making unreasonable demands in its procurement.”


More on this at

New York