Walgreens to Launch No-Name Line

CHICAGO — Walgreens will launch a no-name store brand within the next month or two.

The brand will be defined by its imagery: “fresh and clean” graphics and a smiling sun, known internally as “Sunny Smile,” according to Laura Sturdevant, director of product development, private brands.

The brand will be priced at Walgreens opening price point and have functional quality, Sturdevant said at the annual Private Label Manufacturers Association's trade show [3], which kicked off here Sunday and runs through Tuesday.

“Sunny Smile” will comprise about 50 stockkeeping units of household products like paper towels and select consumables like cookies.

The launch of Sunny Smile will come amidst a major store-brand consolidation at Walgreens. Many brands are being discontinued, while new core brands are introduced.

The effort is part of the chain’s goal to double its private-label sales — which currently stand at $4 billion — over the next five to seven years.