Lowe's To Launch New Private Brand

Home improvement retailer Lowe’s will be expanding its selection of private label products in early 2025 with the debut of its Lowe’s Essentials assortment.

During an interview with CNBC, the retailer’s CEO, Marvin Ellison, said the new brand was developed to give shoppers products at a “great value but also great quality at a value.”

“Rather than having a customer go to a dollar store environment, or even to a mass merchant for a lower price for a home goods item, we’re going to create a brand (with products) at opening pricepoints,” he said.

While Ellison did not offer insight about the types of products in the assortment, he said he and the Lowe’s merchandising team a few months back started a conversation focused on becoming a better opening pricepoint retailer for home improvement.

“They took the lead and we created the Lowe’s Essential brand that will be rolling out (in 2025),” he said. “We’re very excited about it.”

In a LinkedIn post from Sarah Dodd, senior vice president of Global Merchandising for Lowe’s, she said the new line will help customers maximize their budgets as products in the line will be priced at $5 and under. Products under the new private label will arrive in stores during the first quarter of 2025 and be merchandised up front in stores.

“The team behind Lowe’s Essentials has worked so hard to bring it to life,” she wrote. “This launch is a huge accomplishment.”