Walmart-owned Sam’s Club is trying to raise the quality of its Member’s Mark private brand and compete with Costco’s Kirkland Signature.
Walmart-owned Sam's Club is trying to raise the quality of its private brand, Member's Mark.Stuck at home during the Covid pandemic, Megan Crozier needed a way to keep her two young children entertained. She bought an inflatable pool from Sam's Club.-owned membership club, that trashed pool — and the disappointment that came with it — helped kickstart a years-long effort to catch up with chief rival, it is trying to raise the bar for its own brand, Member's Mark.
Sales of private label increased 34% between 2019 and 2023 to $236.3 billion, according to the annual report by the Private Label Manufacturers Association, which is conducted by market research firm Circana. And it recently launched a program that allows customers to help co-create Member's Mark items by giving feedback on flavors, design and more before the retailer green lights an item for the shelf.
To come up with popular items, he said merchants have sought out products that solve customers' problems, such as easy meals like chicken rotisserie bites and mix-and-match kids' clothing sets that can help parents on a hectic morning before school.Like Costco's Kirkland Signature, Sam's Club has a private brand that cuts across categories including grocery, home decor and apparel. Its private brand, Member's Mark, also carries seasonal items like patio sets and beach towels.
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