September 7, 2017

BJ's starts sites for its private brands

Grant Welker
BJ's Wholesale Club headquarters in Westborough. The company is overhauling its websites.

BJ's Wholesale Club has started websites specifically for two of its in-house brands, Berkley Jensen and Wellsley Farms, saying it is the first wholesale club to single out its own products in such a way.

The Westborough company announced the new websites Tuesday in a move that closely follows new desktop and mobile sites.

Berkley Jensen includes home and outdoor furniture, appliances, and health and beauty supplies. Wellsley Farms has packaged foods, meat, dairy and beverages. Both sites - www.berkleyjensen.com and www.wellsleyfarms.com - focus heavily on their respective brands, with BJ's playing a background role.

BJ's said it's the first wholesale chain to have dedicated websites for its own brands. The privately owned company has 215 stores in 16 states along the East Coast.

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