List of Wal-Mart brands
From Wikipedia, the free encyclopedia
Wal-Mart Stores, Inc., like most large retail and grocery chains, offers store brands, commonly referred to as house brands or generic brands, which are low-priced alternatives to name brand products. Wal-Mart has numerous store brands, each catering to a different consumer need or desire. Almost all products offered under Wal-Mart brands are private label products, and can be found in almost every category at Wal-Mart.
Contents |
[edit] Major names
[edit] Sam's Choice
Sam's Choice, originally introduced as Sam's American Choice in 1991, is premium retail brand in food and selected hard goods. Named for Sam Walton, founder of Wal-Mart, Sam's Choice forms the premium tier of Wal-Mart's two-tiered core corporate grocery branding strategy that also includes the larger Great Value brand of discount-priced staple items.
Compared to Great Value products and to other national brands, Sam's Choice is positioned as a premium retail brand and is offered at a price competitive with standard national brands. It typically offers either superior quality or unique products in a given product category, or items in categories where the market leader is an "icon" (for example Coca-Cola in soft drinks).
Most Sam's Choice beverage products (excluding Grapette and Orangette) are manufactured for Wal-Mart by Cott Beverages. Other products in the line, including cookies, snack items, frozen meals, and similar grocery items are made by a variety of agricultrual and food manufacturers,
Competitive pricing of the Sam's Choice brand and store branded and generic goods is possible because of the minimal expense required to market a retail chain's house brand, compared to advertising and promotional expenses typically incurred by the national brands.
[edit] Other brands
[edit] Apparel
- Athletic Works is a brand for athletic clothing, such as gym shorts. The brand is also used for sports equipment and timepieces (watches).
- Faded Glory is a brand for classic Americana clothing and shoes.
- Kid Connection is a brand used for a variety of products targeted for children, including toys and clothing.
- Life is a brand of men's underwear styled by Jockey. The range includes briefs, boxers, boxer-briefs, trunks, thongs, bikini briefs, and undershirts. Formerly, the "Life" brand included women's underwear, but was discontinued in 2002 along with Target's formfit brand, also made by Jockey International.
- Metro 7 is Wal-Mart's newest brand of women's apparel, that was released in the fall of 2006.
- No Boundaries, abbreviated on its labels as NoBo, is a line of apparel and home furnishings targeted at teenagers and young college students. The line uses trendy colors and designs on products ranging from hats to lamps to beanbag chairs.
- Puritan is a brand for basic clothing including tee shirts, undergarments, socks, and others. Puritan also includes eyeglass frames in Wal-Mart's eyeglass department.
- Simply Basic features family-oriented and Beauty department. These products to some extent correspond to products already under the Equate brand, but are priced lower.
- l.e.i. (Life.Energy.Intelligence.) is a brand consisting of mostly girls' jeans.
[edit] Homelines
- Get It Together products include furniture and housewares items.
- HomeTrends products include large and small furniture, small appliances, and home office products.
- Mainstays products include curtains, bedding, some small home furnishings, and various other products, including office supplies.
- Canopy is a new home product line that debuted in 2008 that features "timeless" coordinated solutions for rooms - living, dining, bed, bath, home office, and other domestic goods. The Canopy brand is Wal-Mart's response to declining sales in home categories, hoping to revitalize its image of providing low-maintenance, long-lasting products at a low price.
[edit] Hardlines
- Color Place is the brand used for paint.
- Durabrand is the name used for home electronics such as televisions, CD players, surround sound systems, and even blank recordable media (VHS, CD-R and DVD-R). The Durabrand name is also used on some small appliances.
- Equate is a brand used for consumable pharmacy and health and beauty items, such as shaving cream, skin lotion, over-the-counter medications, and pregnancy tests. Before its takeover by Wal-Mart, the formerly independent Equate brand sold consumer products at both Target and Wal-Mart at lower prices than those of name brands. Equate is an example of the strength of Wal-Mart's private label store brand. In a 2006 study, The Hartman Group marketing research firm issued a report which found that "Five of the top 10 "likely to purchase" private label brands are managed by Wal-Mart including: Great Value, Equate, Sam's Choice, Wal-Mart and Member's Mark (Sam's Club), per the study." The report further noted that "...we are struck by the magnitude of mind-share Wal-Mart appears to hold in shoppers' minds when it comes to awareness of private label brands and retailers." [1]
- EverStart is the brand for automotive and lawn mower batteries. The brand is also used for battery related accessories, such as jumper cables.
- Christmas Time'Formally Holiday Time' is used for Christmas items such as Christmas tree decorations, wrapping paper, and cards.
- ilo is another brand used for electronics. It is used for LCD TVs, LCD monitors, DVD players/recorders, and MP3 players.
- Kid Connection is used for toys.
- Ol' Roy is a brand of dog food, named after Sam Walton's bird dog. Ol' Roy brand is another example of the success of private label store brands at the expense of traditional ad-driven brands, and has become the number-one selling brand of dog food in the United States, surpassing Nestle's Purina.[2] According to the brand manager of a competing product, "Wal-Mart has made a national brand out of Ol' Roy. Nutritionally, it's substantially the same as national brands at significantly less cost."[3]
- Ozark Trail is a brand used for outdoor equipment.
- ReliOn describes itself as "Wal-Mart's healthcare brand." It consists chiefly of medical equipment in the following categories: blood pressure monitoring, diabetes monitoring, and cough and cold-related products (such as humidifiers and thermometers).
- Spring Valley is the brand for vitamins and other nutritional supplements.
- Special Kitty is a brand of cat food and litter.
- SuperTech is Wal-Mart's brand of motor oil that is found in the automotive departments. The brand is also offered at those locations that have a Tire and Lube Express. The SuperTech name is also used on other consumable automotive products, including oil filters, windshield wiper fluid, transmission fluid, power steering fluid, and brake fluid.
[edit] References
- ^ Reyes, Sonia. "Study: Wal-Mart Private Brands Are Catching On." Brandweek. August 21, 2006. Retrieved on August 23, 2006.
- ^ Boyle, Matthew. "Brand Killers Store brands aren't for losers anymore.." Fortune. August 11, 2003. Retrieved on August 23, 2006.
- ^ Staff Writer"Private label chows unleash strong pet department sales." Discount Store News. June 7, 1993. Retrieved on August 23, 2006.
[edit] External links
|
||||||||||||||
