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Sam’s Club made a strong statement in private label this year when it introduced an ultra-premium vodka called Rue 33. Sold under the chain’s Member’s Mark label, Rue 33 is a refined wheat vodka from the Cognac region of France. A 1.75 liter bottle sells for $28.

The goal was to offer a private-label spirit that represents the highest of standards at a great value.

Sam’s Club is now using that strategy is other categories.

The latest news is that it’s wooing high-end beauty buyers with Sophyto, a professional, natural skincare regime.

“Every Sophyto anti-aging product delivers professional results, yet is formulated with pure, natural ingredients,” according to marketing materials.

The Sophyto “daily renewal” kit sells for about $30, and includes a cleanser, serum and moisturizer.

Maurice Markey, Sam’s vice president of private brands, mentioned Sophyto in a presentation at the Private Brand Movement conference.

Both Rue 33 and Sophyto make it clear that Sam’s Club is positioning itself as a destination for the most discriminating of shoppers. It’s a smart move, because while there, these buyers can load their carts with the many other products Sam’s Club sells.

Contributors

Liz Webber

Liz Webber is Engagement Director / Fresh Market Editor at Supermarket News. She covers fresh foods for the magazine and creates multimedia, blog posts and other content for the website. She joined...

Jenna Telesca

Jenna Telesca is the Content Director of Supermarket News. She joined SN in 2010.
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