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 "generic brands," which are lower-cost 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, meaning Wal-Mart produces them through subsidized contracts awarded to the lowest bidder. Private label goods can be found in almost every category at Wal-Mart. This is a partial list of Wal-Mart brands.
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[edit] Sam's Choice
Sam's Choice, originally introduced as Sam's American Choice in 1991, is Wal-Mart's 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 brand strategy that also includes the larger Great Value brand of value-priced staple items. Compared to Great Value products and the national brands, as a premium retail brand Sam's Choice typically offers either superior quality, 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). Products include Coke-quality soda, premium quality cookies, snack items, frozen meal solutions, and a wide variety of exclusive and unique grocery items at a price competitive with standard national brand offerings. Competitive pricing of premium goods is possible because of the minimal expense required to market a retail brand, compared to advertising and promotional expenses typically incurred by the national brands. Wal-Mart's early and comprehensive understanding and implementation of retail branding has positioned Sam's Choice as one of the world's top selling premium retail 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.
- Faded Glory is a brand for classic Americana clothing and shoes.
- George is a brand of clothing originally launched in the UK, aimed at young people who want to look fashionable on a tight budget. The name "George" comes from the name of the original designer George Davies, who started the range in the early-1990s. The brand is also used on baby clothing.
- 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, thongs, and undershirts.
- Metro 7 is Wal-Mart's newest brand of womens 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 and classic men's clothing.
- Simply Basic features family-oriented clothing products such as pants and socks. In 2006, Wal-Mart released a number of products under the Simply Basic brand in the Health and Beauty department. These products to some extent correspond to products already under the Equate brand, but are priced lower.
[edit] Food
- Great Value brand was launched in 1993 and forms the second tier, or national brand equivalent ("NBE") of Wal-Mart's two-tiered core corporate grocery brand strategy that also includes the premium Sam's Choice brand. Products offered at this level are claimed to be as good as national brand offerings, typically at a lower price because of minimal marketing and advertising expense. As Wal-Mart's most extensively developed retail brand covering hundreds of household grocery items, product offerings range from light bulbs to sliced bread, from trash bags to frozen vegetables and canned goods. The wide range of products marketed under the Great Value banner make it Wal-Mart's top selling retail brand and thus one of the largest selling brands in the world. On February 14, 2007, Great Value peanut butter, along with the Peter Pan brand, was voluntarily recalled. The Centers for Disease Control and Prevention has linked 288 cases of salmonella poisoning in 39 states. ConAgra, the manufacturer of the Great Value and Peter Pan brands, recommended that consumers discard the affected peanut butter, but save the product lid to get a full refund. ConAgra, which destroyed all affected products in its possession, halted production until the exact cause of contamination can be identified and eliminated.[1]
[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 home fashion products.
[edit] Hardlines
- Color Works 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 (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. The Equate brand 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." [2]
- EverStart is the brand for automotive batteries. The brand is also used for battery related accessories, such as jumper cables.
- 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.[3] The brand manager of a competing product said, "Wal-Mart has made a national brand out of Ol' Roy. Nutritionally, it's substantially the same as national brands at significantly less cost."[4]
- 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] ASDA private label
In common with most British supermarkets, most of ASDA's own brand products are simply sold under the ASDA brand. Some of these also carry the "Great Value" branding as used by Wal-Mart (but this is being faded out). Asda also sells brands such as Durabrand and George which are designed to complement the ASDA brand, others include:
- Smart Price is ASDA's no-frills line with its simple green and white packaging. The brand originated as 'Farm Stores' and the products are considered to be basic. Originally the brand was used primararly on food, but can now be seen on many different items. Rival brands includes, Tesco's Value and Sainsbury's Basic.
- Extra Special is ASDA's premium food brand. Rival brands include Tesco's Finest and Sainsbury's Taste the Difference .
- Pacific is an old electrical brand; which is being replaced by Durabrand and Onn.
- Onn is ASDA's mid-level electrical brand, aimed at women[verification needed], with its colourful packaging and stylised design.
- Baier is a brand currently used on one product, which is a LCD television.
[edit] References
- ^ "FDA Warns of Salmonella Connected to Peter Pan Peanut Butter", NewsInferno.com, February 16, 2007. Retrieved on February 17, 2007. (in English)
- ^ 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
| Wal-Mart Stores, Inc. |
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Key People: Sam Walton | David Glass | Lee Scott | Jim C. Walton | Bud Walton | S. Robson Walton | Douglas Daft |
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Assets: Amigo Supermarkets | ASDA | Sam's Club | Wal-Mart Discount Stores | Wal-Mart Neighborhood Market | Wal-Mart Supercenter | Walmex |
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Annual Revenue: $288 billion USD ( |
