BJ's Wholesale Club has long had a stable of private label brands, but the membership-based retail warehouse is looking to present those brands in a different light with its new e-commerce sites. Wellsley Farm and Berkley Jansen, two of BJ's Wholesale Club's everyday CPG brands, have recently received their own dedicated websites where consumers can purchase the goods online, marking the first time that BJ's has built out a dedicated site for any of its sub-brands.
The new private label websites come in conjunction with an updated mobile site that makes it easier for consumers to manage their memberships and browse BJ's products through their mobile devices. These moves indicate that BJ's is looking to help increase the visibility of its brands for consumers, since most consumers do at least a portion of their shopping online.
Private Label E-commerce Sites
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