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.
over the next four years. At least some stores will be in regions where potential customers belong to a competing club like Costco orMichael Baker, a retail analyst for D.A. Davidson.But he added Costco's success with Kirkland Signature created a formula that Sam's Club can follow. "They didn't invent the idea of private label," he said. "But I think what they changed or made revolutionary is that it can be a high quality product."Other factors have turned the tide. Consumers experimented with new brands during the Covid pandemic when they couldn't find their typical purchases on shelves. Some fast-growing grocers, including Trader Joe's, Aldi and Lidl, have fueled growth almost entirely through their own brands.
At Sam's Club, Member's Mark accounts for roughly 30% of sales in terms of dollars and more than one-third of sales in terms of units. Kirkland accounts for about 28% of Costco's annual sales.Sam's Club is trying to raise the quality of Member's Mark. It showed off apparel, food and other items from the private brand to investors and reporters in early June at an event near its Bentonville, Ark. headquarters.
Myron Frazier, Sam's Club senior vice president of private brands and sourcing, said the company wants to turn Member's Mark into a well-respected lifestyle brand. He said the store brand plans to go deeper in home categories, such as offering more indoor furniture and making its own line of small appliances.
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