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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

David Orgel

David Orgel is executive director, content & user engagement, of Supermarket News (SN) and its website, SupermarketNews.com. Orgel delivers his opinions on industry trends through a bi-weekly...

Jon Springer

Jon Springer has been writing about food, food retailers and food retailing for more than 10 years, and is in his second tour of duty with Supermarket News. His prior experience includes covering the...
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