Acquisition Opportunity

Private Label BrandsWebsite-Rectangle-Logo-135x60-EPO-web

Intellectual Property and Related Assets

BJ’s Bid Deadline:March 8, 2016 at 5:00 PM EST

BJs logos


Hilco Streambank has been engaged to market and sell a portfolio of trademarks and domain names developed and owned by BJ’s Wholesale Club. The assets present the opportunity to leverage strong generic brands in the fastest growing categories in retail food, grocery and pet product distribution.


BJ’s, a well-established wholesale club, has successfully developed and managed a diverse portfolio of private label brands in multiple categories. In 2009, BJ’s created several new product brands to address several fast growing grocery and consumables categories including natural and organic food, pet, baby and home products.


BJ’s successfully developed a portfolio of health conscious, lifestyle orientated and highly desirable brands that quickly and clearly communicate these key messages to the consumer.

The brands for sale include:

  • Earth’s Pride Organics® | Earth’s Pride Pet® | Earth’s Pride All Natural®
  • Generation Earth®
  • Healthy Helpings®
  • Rozzano®
  • Lyndon Reede®

Brand assets also include*:

  • Brand Guidelines and Standards
  • Logos and Art Work
  • Related Marketing Materials

*Brand guidelines and standards not included for Lyndon Reede® and Rozzano®


The private label brand portfolio present a turn-key opportunity to acquire a well-developed and seasoned portfolio of trademarks and domain names based on key brand identifiers which have been successfully prosecuted and registered with the USPTO. These brands have demonstrated their appeal to consumers when sold side by side against established national CPG and consumables brands.

BJ’s has obtained registered trademarks for the private label brands covering multiple classifications and product categories. Additionally, BJs has developed logos, artwork and brand guides covering over 150 SKU's in the grocery, frozen and prepared foods, baby and pet product aisles. Sales of product carrying the private label brands were over $200 million annually.


Streambank BJs








Domain Names Private Brands






BJ’s is in the process of consolidating its private label offerings under a smaller umbrella of core brands. It is prepared to sell the offered brands individually, or as a portfolio.

Hilco Streambank is currently seeking proposals for acquisition of all or some of the brands in this portfolio. An extensive diligence package will be provided to parties under NDA.

The current deadline for all offers is March 8, 2016 at 5:00PM EST.

The Bid Form and Asset Purchase Agreement provided with the diligence package should be used by interested parties in connection with submitting a proposal.