LONG BEACH, Calif. -- While many supermarkets have turned to private-label health and beauty care to maintain profitable sales, K.V. Mart has found its customers overwhelmingly prefer name brand products.
The retailer's customer base, which is 70% Hispanic and African-American, is driving national branded product sales in its health and beauty care departments. K.V.'s HBC departments comprise 40-foot sections at its conventional stores and 64-foot sections at the warehouse stores.