The next Kirkland? Online retailers create their own brands

The next Kirkland? Online retailers create their own brands
In this Jan. 23, 2018, photo, items from the Uniquely J brand from are on display in Hoboken, N.J. Jet says it started to work on Uniquely J before the site was bought by Walmart Inc. in 2016. But while you can find Walmart’s private-label brands on Jet, you won’t find Uniquely J in Walmart stores. (AP Photo/Julio Cortez)

NEW YORK (AP) — Online retailers are launching their own private-label brands, hoping to copy the success of brick-and-mortar stores like Costco’s Kirkland Signature. has Prince & Spring, created Uniquely J and has several, including Wickedly Prime and AmazonBasics.

They’re launching them for the same reason physical stores do: Private-label brands make a bigger profit and help keep customers.

But getting shoppers to buy those goods online takes a different strategy: Sites have to design packaging that pops on screens instead of shelves.

For shoppers, who may see the new brands atop their search results, the online-only store labels can offer cost savings on basics, organic items they can’t find in nearby stores, or a change from products they see everywhere.