Sam's Club Transforms Member's Mark into a Purpose-Driven Brand with Regenerative Focus

Sam’s Club is charting a bold new course for its Member’s Mark private brand, positioning it as a regenerative leader in the warehouse retail sector. The shift reflects evolving consumer expectations within the member market, where shoppers increasingly demand products that balance quality, sustainability, and trend-focused innovation.

Strategic Momentum Drives Brand Evolution

The warehouse giant has invested heavily in strengthening its Member’s Mark portfolio over the past 24 months. Since 2020, Sam’s Club has launched, reformulated, or renovated more than 1,200 products under the Member’s Mark umbrella. This massive refresh has resonated with consumers—many members now cite Member’s Mark quality as a primary driver for renewing their memberships, signaling that the member market is responding positively to the brand’s commitment to excellence.

“As we look at what our members want, it’s clear they’re seeking more than just value,” said Prathibha Rajashekhar, senior vice president of Private Brands and Sourcing at Sam’s Club. “They want products crafted with intention—ones that reflect their values around ingredients, processes, and environmental impact.”

A New Identity: “Made with Our Member and Planet in Mind”

To capture this momentum, Sam’s Club is unveiling a refreshed Member’s Mark identity that encapsulates its dual commitment to quality and sustainability. The new positioning emphasizes trend-right innovation alongside regenerative practices, signaling the brand’s evolution from a value player to a values-driven player in the member market.

The rebrand includes a new visual identity featuring a subtle checkmark design, which will rollout across packaging over the next 18 months. This design choice symbolizes the quality assurance and conscious sourcing that now defines Member’s Mark products.

Regeneration at the Core

Inspired by Walmart’s 2020 commitment to become a regenerative company, Sam’s Club has set ambitious targets for Member’s Mark by 2025. The regenerative roadmap includes:

Ingredient and Supply Chain Transformation

• Eliminating specific ingredients from food and consumable products
• Expanding offerings featuring Fair Trade Certified and ethically sourced items
• Broadening the Member’s Mark Community supplier base to create more inclusive economic opportunities

Environmental Impact Reduction

• Increasing products utilizing sustainable textiles and renewable sources
• Boosting items made with practices that promote animal welfare and land/ocean health
• Incorporating more recyclable, reusable, and compostable packaging components
• Mitigating deforestation across Member’s Mark sourcing

Supplier Accountability Sam’s Club is mobilizing Member’s Mark suppliers to join Project Gigaton™, Walmart’s private sector consortium aimed at reducing or avoiding one billion metric tons of greenhouse gas emissions—underscoring how the brand is using its leverage within the member market to drive systemic change.

Innovation Through Member Collaboration

Central to this evolution is the Member’s Mark Community, a network of 40,000+ Sam’s Club members who co-create products by providing feedback throughout each item’s lifecycle. This crowdsourced approach ensures that Member’s Mark evolution reflects actual consumer desires, keeping the member market at the heart of brand decisions.

Historical Context and Scope

Member’s Mark was established in 1998 and underwent a consolidation in 2017, when Sam’s Club merged its 20 proprietary brands into the single Member’s Mark platform. Today, the brand spans diverse categories—grocery, health and wellness, baby, apparel, home and furniture, office, and technology—making it a cornerstone of the member market value proposition across nearly 600 U.S. clubs.

The transformation represents more than a rebrand; it’s a repositioning that acknowledges how sophisticated the member market has become. Consumers in Sam’s Club’s ecosystem are voting with their memberships for products that deliver on quality, innovation, and conscience simultaneously.