Jet Launches Private-Label Brand, Uniquely J

Jet.com launched its private-label business, Uniquely J, as it continues its push to tap urban millennials and its corporate parent Wal-Mart fortifies its fight against Amazon.com. Uniquely J will offer a variety of goods, including toilet paper, coffee and laundry detergent. In keeping with its focus on "metro millennials," Jet has placed emphasis on items that are sustainable and on-trend with young consumers.

"With Uniquely J, we want to eliminate the tradeoffs consumers face; the purchase decision becomes an easy one when each product offers the trifecta of quality, style and value," said Dan Hooker, who heads private-label products and e-commerce for Jet.com and Wal-Mart, respectively.

Total Retail's Take: As millennials have shown a penchant for buying from the lowest-priced competitor, and eschewing brand loyalty, more retailers have turned to private-label goods to acquire the sought-after consumers. Such was the case for Jet's parent company, Wal-Mart, as well as its top competitor, Amazon.com. Jet is making a play for urban millennials and Gen Z, not the crowd that you would expect to shop with a Wal-Mart company. Yet that's Wal-Mart's acquisition strategy in a nutshell: acquire digital-native brands such as Jet that extends the reach of the big-box store's customer base. It's a large part in how Wal-Mart hopes to compete online with Amazon.