Jet.com Takes Off

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Just when you thought millennials couldn’t get any more “hip,” Jet.com goes ahead and releases a new low-priced private label grocery option (Uniquely J) geared towards urban millennials.

Jet.com, founded by CEO Marc Lore and acquired by Walmart last year for $3 billion, is trying to capitalize on the growing popularity of lower-priced private label brands—a $150 billion market Amazon (of course) is already trying to take advantage of. 

Not to worry, Lore has a plan to best Bezos (not his first). It’s all in the edgy branding and organically sourced offerings of low-priced essentials (like coffee, olive oil, laundry detergent, etc.) Uniquely J is using to lure in younger shoppers. The designs are carefully curated for an urban millennial culture with unique aesthetic and labels like “badass espresso” for coffee and “Nom Nom” for Ziploc bags…(we’re still trying to figure that one out, too).

And if everything goes as planned, millions of younger shoppers will vibe with the more identifiable brand, drop what they’re doing, and wind up a week later with 400 rolls of paper towels they didn’t remember buying.