Sam's Club Focuses on Health and Wellness With Simply Right

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September 20, 2011

Sam’s Club continues to build its private label program completing the national rollout of three store brands and promoting the health and wellness components to shoppers. It’s the culmination of an 18-month effort for the retailer as it puts the finishing touches on three new brands.

Artisan Fresh debuted in March, Simply Right in June and Daily Chef rolled out in July. All three lines are now availability chain-wide and are backed by a social media marketing campaign. Through the end of the year, Sam's Club will showcase new programs in-club, and on Facebook and Twitter, offering members the opportunity to learn more about each of these brands.

"Our mission in introducing Simply Right, Artisan Fresh and Daily Chef brands is to delight members with high quality products at an extraordinary value," said Maurice Markey, vice president of proprietary brands for Sam's Club. "We realized that our members prioritize consistent, reliable quality above all other product attributes. It is important that we have the highest quality brands – whether national brands or exclusive proprietary brands – because our members trust Sam's Club to deliver consistent quality at a great value every time."

New at Sam’s Club are the health and wellness solutions under the Simply Right label, described as “dedicated to provide healthful, gentle, and safe personal care products for the entire family.” All items that carry the Simply Right brand are clinically developed and tested. The brand features health and wellness essentials including baby care products, vitamins and supplements, pharmacy OTC products, health and beauty aids, and pet care products.

Maurice Markey

The Artisan Fresh brand encompasses fresh unprocessed perishable foods and Daily Chef features everyday foods such as pasta, dried fruit, frozen vegetables and chicken. The retailers Member’s Mark brand remains, but is positioned as a value offering. “It’s really in the space of efficacy – it’s reliable, sufficient, a good value,” Markey told Store Brands Decisions in June. “You will find items such as laundry care, paper products, trash bags, etc.”

The Simply Right, Artisan Fresh and Daily Chef brands complement the existing portfolio of Sam's Club private label brands including Bakers & Chefs, and spirit brands Calle Azul and Rue 33, and Sophyto in the health and beauty care space.

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