The Walmart-owned Internet retailer Jet.com is preparing to launch its own line of groceries and household items to compete with Amazon.
Jet.com, which Walmart acquired for about $3 billion in 2016, will soon launch its own private-label brand called Uniquely J. According to Meredith Klein, Director of PR at Jet.com, the brand is “designed for metro millennial consumers” and will be available “in the coming months.”
Products included in the Uniquely J range include coffee, olive oil, laundry detergent and paper towels. “Instead of focusing in on any one aspect of product development, we’ve created a uniquely valuable brand experience that will speak to the metro millennial lifestyle,” said Klein in a statement.
This is the latest in a series of moves Walmart has made to compete with rivals Amazon and Target. The company’s desire to stay on top in an ever-changing e-commerce market can be seen through its work with Google‘s smart home technology as well as in its aggressive M&A strategy; it has recently acquired such digital retail brands as Bonobos, Moosejaw, ShoeBuy and ModCloth.
The move follows Amazon’s recent acqusition of upscale grocery chain Whole Foods Market.