Sam’s Club is reinventing its private label Member’s Mark and is launching an improved new line of 600 exclusive products over the next two years.

As a result of a strong investment last year, the Bentonville, Arkansas-based store club initiated the reinvention of Member’s Mark, transforming 21 private labels into one.

Sam’s Club’s private brand renewal represents $10 billion in sales for the company, making it one of the main areas of focus for the company’s future growth.

“In the past we made sure we were competitive with national brands,” explains Chandra Holt, Vice President of Private Brands for Sam’s Club. “But in today’s environment, a lot of our members want better than that. Our goal is to make sure every Member’s Mark item is developed based on what our members want today.”

Sam’s Club is introducing 300 brand new items this year and another 300 next year. The product lineup will span from fresh food to apparel and to health and wellness, where members will find a breadth of daily essentials for their home or business and surprising finds.

Currently, the company’s private brand is about 20% of the club inventory and with the arrival of 300 new items, it will increase up to 25% of the inventory.

The goal of the Bentonville, Arkansas-based store club goes beyond giving a new image to the Member’s Mark label. As part of the project, the company formed a team of product developers, culinary experts and food scientists whose mission is to ensure the quality and value of each product.

This team traveled to all corners of the US and around the globe tapping experts to procure best-in-class ingredients and processing methods.

One example of an item developed based on member feedback is the new Member’s Mark All Natural Pulled Pork. The company worked with world renowned pit masters from the Kansas City Barbeque Society to create a pre-smoked barbecue with just a few simple ingredients: pork, water and seasoning.

New items under the Sam’s Club Member’s Mark brand include:

Sea Salt Caramels – Handcrafted caramels covered in milk chocolate and sprinkled with sea salt.
Honey – Sourced from a U.S. bee cooperative representing hundreds of independent beekeepers
Wines – Worked with award-winning wineries to produce Chardonnay, Riesling and Cabernet
Donut Shop Coffee – Fair trade certified K-Cups.
Lasagna – Created from an amazing Italian family recipe from a woman-owned business.

Sam’s Club, which reported net sales of $57.4 billion for fiscal 2017 — a 1 percent increase from 2016, is now being led by former chief merchandising officer John Furner.