Citing Liza Landsman, president of Jet.com., the company told CNBC it is confident that consumers will embrace the new products and soon make them a part of their everyday purchases. The label will sell a variety of products, such as toilet paper, coffee and laundry detergent. The company is focusing on sustainability, with its products geared to attract urban millennials and younger consumers. For example, Thyme basil cleaning wipes will go for $5.37, while a 14-ounce bottle of organic teriyaki sauce is priced at $3.48. All come in boxes that were designed by artists, noted CNBC.
“With Uniquely J, we want to eliminate the trade-offs 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 eCommerce for Jet.com and Walmart, respectively, in the same interview.
Jet.com’s corporate parent is also courting millennials, announcing last week a deal with Lord & Taylor in which Walmart will dedicate space on its website to Lord & Taylor. Both the move on the part of Jet.com and the partnership with Lord & Taylor are aimed at competing more effectively against Amazon.com.
Retailers have been putting a greater emphasis on private-label products, as millennials pay more attention to price than the name of the brand. With little loyalty to brands, retailers and startups are responding. Brandless launched earlier in October, selling $3 items that have no brand name attached to them, noted CNBC. It also provides a way for the likes of Amazon and Walmart to become a one-stop shopping destination for consumers.
With the Lord & Taylor deal and the Jet.com private-label products, consumers can get higher-end clothing and cheaper everyday products, all from the same website. “Uniquely J is not just Jet.com’s entry into the private brand 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 noted in the report.