2025 Retailers To Watch: BJ’s Wholesale Club
It’s been another banner year for private label as retailers ranging from the biggest mass merchants to grocery stores, convenience store chains, drug stores, and department stores expanded their respective own brand assortments.
The conversation in 2024 evolved from one that was focused on price to retailers now regularly talking about the value proposition of their store brand products and using their proprietary assortments to differentiate from the competition.
With 2025 expected to see more private brand development, Store Brands has highlighted 10 Retailers To Watch in the coming year. The following retailers in 2024 expanded their own brand product assortments, with more expected from each in the next 12 months.
BJ’s Wholesale Club
Overview
A few years back, many in the industry were unsure of what role BJ’s Wholesale Club would play in the retail landscape. With the chain’s focus at the time on the markets it was serving, there were even rumors that Amazon might acquire it as the stores were viewed as points of distribution. My, how things have changed.
While facing direct competitors such as Costco and Sam’s Club, BJ’s Wholesale elbowed its way through the crowded marketplace and continues expanding westward into states such as Indiana and Tennessee.
What To Watch
Store expansion is still on the radar for BJ’s Wholesale, and within its new and existing locations is a growing assortment of private label products.
Its Wellsley Farms and Berkley Jensen brands have gained a loyal following over the years, offering high-quality alternatives to national brands at competitive prices. In 2025, BJ’s plans to further expand its own brand assortment, with a focus on organic, sustainable, and health-conscious options, tapping into growing consumer preferences for such products.
Private label sales at BJ’s Wholesale currently make up more than 25% of its total business, and continued own brand momentum has officials with the retailer confident they will soon hit their 30% penetration rate goal.
Among the successful private label launches by BJ’s in 2024 was its new line of food storage bags sold under the Berkley Jensen brand. The assortment of sandwich bags and freezer bags were priced as much as $10 less than similar products from a well-known national brand.
BJ’s is also targeting expansion beyond its current footprint. The company plans to open new locations in key markets, particularly in the Southeast and Midwest, where it sees growth potential. These strategic moves will enable the retailer to compete head-to-head with other wholesale giants like Costco and Sam’s Club.
Additionally, the club has also made strides in its digital transformation. BJ’s has been enhancing its e-commerce capabilities, with significant improvements in its mobile app and website, allowing for a seamless shopping experience. The company’s investments in curbside pickup, same-day delivery, and membership benefits like BJ’s Perks further enhance its appeal to modern consumers seeking convenience and value.
