Walmart Private Label Brands: A Seller’s Guide
Are you a seller looking to tap into the massive market of private-label brands? Walmart, one of the world’s largest retailers, offers a unique opportunity for sellers to partner with them and create their own exclusive products.
In this blog, we’ll delve into the ins and outs of Walmart’s private label program, providing valuable insights and tips to help you successfully navigate this lucrative avenue.
What is a Walmart Private Label Brand?
A Walmart private label brand is a product sold exclusively under a brand name owned by Walmart. These brands are designed to offer high-quality products at competitive prices, attracting customers who are seeking value without sacrificing quality.
These brands are often manufactured by third-party suppliers, but they are marketed and sold under Walmart’s branding. This allows Walmart to control the entire product lifecycle, from development to distribution, ensuring consistency and cost-effectiveness.
Why Walmart Invests in Private Label Brands?
Private label brands offer several advantages to retailers like Walmart:
Cost Efficiency: By selling private label products, Walmart can provide customers with lower prices while maintaining healthy profit margins.
Control Over Product Development: Walmart gains more control over the quality and supply chain of its private label products, enabling them to tailor offerings to meet customer needs.
Brand Loyalty: High-quality private label products help Walmart foster brand loyalty and encourage repeat purchases.
Differentiation: Private labels allow Walmart to differentiate itself from competitors by offering unique products that are exclusive to its stores.
Walmart Private Label Brands Examples
Now, let’s take a closer look at some of Walmart’s most popular private label brands across different categories.
1. Great Value: Affordable Groceries
One of the most recognizable private-label Walmart’s store brand is Great Value, which covers a wide range of everyday grocery items. From canned vegetables to snacks, dairy products, and pantry essentials, Great Value products are known for offering affordable prices without compromising quality. The brand aims to provide customers with the best possible value on everyday products, making it a popular choice for budget-conscious shoppers.
Popular Great Value Products:
Canned goods (vegetables, fruits, beans)
Snacks (chips, crackers, cookies)
Dairy products (milk, cheese, butter)
Pantry staples (flour, sugar, pasta)
Great Value is a go-to option for people who want to save money on their grocery bills while still getting quality products that meet their expectations.
2. Equate: Personal Care and Health Products
Equate is Walmart’s private label for health, beauty, and personal care products. It is one of the top-selling brands and provides an excellent alternative to well-known national brands, offering products like vitamins, over-the-counter medications, skincare, and hygiene items. Equate products are typically priced lower than their branded counterparts while offering similar formulations and effectiveness.
Popular Equate Products:
Over-the-counter medications (pain relief, allergy, cold and flu)
Vitamins and supplements
Skincare products (lotions, creams, cleansers)
Personal hygiene (shampoos, body washes, toothpaste)
With a focus on affordability and quality, Equate helps customers maintain their health and beauty routines without breaking the bank.
3. Mainstays: Home Goods and Furniture
Mainstays is Walmart’s private label brand for home essentials and furniture. The brand includes everything from bedding and kitchen supplies to home décor and small furniture items. Mainstays offers stylish, functional products at competitive prices, making it a popular choice for families, students, and budget-conscious shoppers furnishing their homes.
Popular Mainstays Products:
Bedding (comforters, sheets, pillows)
Kitchenware (plates, glasses, utensils)
Home décor (rugs, curtains, lighting)
Furniture (bookshelves, desks, chairs)
Mainstays provides practical and attractive solutions for people looking to make their homes comfortable and stylish without spending a lot of money.
4. George: Affordable Clothing
George is one of Walmart’s private apparel brands, offering fashion-forward pieces for men, women, and children. Named after British fashion retailer George Davies, the brand focuses on providing affordable, stylish, and versatile clothing options for everyday wear. Whether you’re seeking casual outfits, work attire, or seasonal fashion, George has something to match your style and budget.
Popular George Products:
Men’s and women’s casual wear
Children’s clothing
Work attire and office wear
Seasonal fashion (jackets, coats, swimsuits)
George is a great choice for fashion-conscious individuals who want to stay trendy without spending too much on clothing.
5. Parent's Choice: Baby Products
Parents on a budget can rely on Parent’s Choice, Walmart’s private-label brand for baby essentials. This brand offers a wide variety of baby products, including diapers, wipes, formula, baby food, and baby gear. Parent’s Choice products are designed to provide quality and safety while being affordable for families.
Popular Parent’s Choice Products:
Diapers and wipes
Baby formula and food
Baby bottles and feeding accessories
Baby gear (strollers, car seats)
Parent’s Choice is a trusted brand for parents who want the best for their little ones without paying premium prices.
6. Sam's Choice: Premium Food and Beverages
Sam’s Choice is Walmart’s premium private-label brand for food and beverages. Named after Walmart’s founder, Sam Walton, this brand focuses on offering high-quality, gourmet food options at a reasonable price. Sam’s Choice is perfect for customers looking for specialty items or indulgent treats without paying the high price tags of national gourmet brands.
Popular Sam’s Choice Products:
Specialty beverages (juices, teas, sparkling water)
Gourmet snacks (crackers, chips)
Premium sauces and condiments
Frozen meals and sides
Sam’s Choice provides a little extra luxury for customers who want to elevate their meals without overspending.
7. Time and Tru: Women's Fashion
Time and Tru is one of Walmart’s private brands dedicated to women’s fashion. The brand offers modern, comfortable, and versatile clothing that caters to a wide range of tastes and styles. Whether you’re looking for casual weekend wear or something more formal, Time and Tru delivers affordable fashion that appeals to a broad audience.
Popular Time and Tru Products:
Casual tops and blouses
Dresses and skirts
Footwear (sandals, sneakers, boots)
Accessories (handbags, scarves, hats)
Time and Tru ensures women can stay fashionable without breaking the bank, offering stylish pieces for any occasion.
8. Wonder Nation: Kids' Clothing
Wonder Nation is Walmart’s one of the clothing lines for children. This brand provides fun, comfortable, and durable clothing for kids at affordable prices. Wonder Nation offers everything from casual playwear to school uniforms, all designed with practicality and style in mind.
Popular Wonder Nation Products:
Boys’ and girls’ casual clothing
School uniforms
Shoes (sneakers, sandals, boots)
Outerwear (jackets, coats)
Wonder Nation makes it easy for parents to dress their kids in stylish, affordable clothes that can withstand the wear and tear of daily life.
9. Marketside: Fresh and Organic Foods
For customers looking for fresh, high-quality, and organic food products, Marketside is Walmart’s go-to private label. The brand focuses on providing fresh produce, bakery items, meats, and deli products that are both affordable and healthy. Marketside is ideal for people who want to prioritize fresh, wholesome ingredients in their meals.
Popular Marketside Products:
Fresh produce (fruits, vegetables)
Fresh bakery items (bread, pastries)
Deli meats and cheeses
Organic options (fruits, vegetables, dairy)
Marketside is Walmart’s response to the growing demand for fresh, organic, and sustainably sourced food products.
10. Ol' Roy: A Trusted Choice for Dog Food
Ol’ Roy is a popular private-label dog food brand offered by Walmart. Known for its affordability and quality, Ol’ Roy caters to a wide range of dog owners seeking nutritious and budget-friendly options for their furry companions.
Popular Ol' Roy Dog Food Varieties:
Ol’ Roy Puppy Food: Specially formulated to support your puppy’s growth and development.
Ol’ Roy Adult Dog Food: Provides balanced nutrition for adult dogs of all breeds.
Ol’ Roy Senior Dog Food: Designed to meet the unique nutritional needs of senior dogs.
Ol’ Roy Sensitive Skin & Stomach: A gentle formula for dogs with sensitive digestive systems.
If you’re looking for a reliable and affordable dog food option, Ol’ Roy is definitely worth considering. Its combination of quality, variety, and affordability makes it a popular choice among dog owners.
11. Onn: Electronics and Accessories
Walmart’s Onn brand offers affordable electronics and accessories, providing customers with budget-friendly options for everyday tech needs. Onn products include items like headphones, phone chargers, Bluetooth speakers, and even smart TVs. These products are designed to offer good quality at a fraction of the price of national electronic brands.
Popular Onn Products:
Headphones and earbuds
Phone accessories (chargers, cables, cases)
Bluetooth speakers
Smart TVs
For tech enthusiasts looking for a deal, Onn offers functional, reliable electronics without the premium price tag.
How to Sell Private Label Products on Walmart?
To sell private label products on Walmart, follow these steps:
Register for a Seller Account: Visit Walmart’s marketplace and click “Request to Sell.” Provide your business details, such as your company name, tax ID, and address. Then, wait for Walmart’s approval.
Prepare Your Products: Ensure your private label products are well-prepared with quality packaging and branding. Take high-resolution photos and write clear, detailed descriptions for each product.
Set Up Listings: Once approved, create your product listings on Walmart’s marketplace. Use your photos and descriptions, ensuring to include all relevant details such as size, color, and materials.
Price Competitively: Research similar products on Walmart to set a competitive price. Keep in mind that Walmart customers often look for affordable options, but ensure your pricing covers costs and leaves room for profit.
Handle Shipping: Choose between fulfilling orders yourself or using Walmart Fulfillment Services (WFS), where Walmart manages storage, shipping, and customer service on your behalf.
Promote Your Products: Use Walmart’s Sponsored Products ads to increase product visibility. You can also promote your Walmart listings through social media or your website.
Provide Excellent Customer Service: Respond promptly to customer inquiries, handle returns efficiently, and aim to receive positive reviews. This will boost your product ranking and attract more customers.
Monitor and Adjust: Regularly review your sales and customer feedback. Adjust your listings, pricing, or marketing strategies as needed to improve performance.
Conclusion
Walmart private label brands present a unique opportunity for sellers seeking to expand their reach and increase sales. By partnering with Walmart, you can tap into a massive customer base and benefit from the retailer’s strong brand recognition. While there are challenges to consider, such as competition and strict quality standards, the potential rewards can be substantial.
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