Uniquely J will offer a variety of goods, including toilet paper, coffee and laundry detergent. In keeping with its focus on "metro millennials" the company has placed emphasis on items that are sustainable and on-trend with young consumers.
Among its offerings are lemon thyme basil cleaning wipes that sell for $5.37 and a 14-ounce bottle of organic teriyaki sauce for $3.48, all delivered in artist-designed boxes.
"With Uniquely J, we want to eliminate the tradeoffs consumers face; the purchase decision becomes an easy one when each product offers the trifecta of quality, style, and value," said Dan Hooker, who heads private-label products and e-commerce for Jet.com and Walmart, respectively.
Elsewhere at Walmart, the company has ramped up its push for millennials. The retailer is nearing a deal with Lord & Taylor to give the department store dedicated space on Walmart's website, as part of its efforts to turn Walmart.com from a discount shopping site to an online mall, according to the Wall Street Journal.
Jet, which acquired menswear brand Bonobos earlier this year, may eventually sell on Walmart.com as well, the Wall Street Journal reported. Walmart acquired Jet in 2016 to help invigorate its e-commerce efforts.
"Uniquely J is not just Jet.com's entry into the private brands space, it also furthers our efforts to serve the metropolitan consumer with a select assortment of premium products while also offering them a great shopping experience," Landsman said.