7-Eleven Launches '24/7 Life' Private Label

7-Eleven is launching a line of electronic accessories and rebranding various other SKUs under new own brand 24/7 Life by 7-Eleven as the retailer continues to grow and elevate its private-label assortment. Comprising more than 200 SKUs, 24/7 Life by 7-Eleven will encompass electronics accessories such as ear buds, chargers and speakers, as well as batteries, over-the-counter medications, health and beauty aids, cleaning supplies, paper goods, office supplies, wine accessories, and travel-size toiletries most recently found under store brand 7-Select. Beverages and packaged food such as chips and doughnuts will continue to be sold under 7-Select, which the retailer launched 15 years ago. (The retailer also sells electronics accessories via private label Connect by 7-Eleven. It is unclear if the brand will be phased out and replaced by 24/7 Life.)24/7 Life electronics will be marketed in four categories (audio, cable, charge and more), each with its own specific color-coded packaging to help customers quickly and easily find what they need, according to the retailer. 24/7 products, particularly the new line of electronics, will be available at all participating 7-Eleven stores, especially those positioned near hotels, airports and stadiums. 24/7 Life OTC items are already available at 7-Eleven stores and enjoy secondary merchandising space via floorstands. “We provide customers with what they want, when they want it — 24/7, for life’s needs,” said Tim Cogil, 7-Eleven's senior director of private brands, in a media release. “Whether that’s wireless earbuds on the way to the airport, medicine for a sick child, sunscreen at the beach or detergent for laundry, 7-Eleven has the products they need at a terrific value.”The move makes a clear distinction between nonfood, convenience-based items and packaged/fresh foods by giving each their own brand. The retailer told Path to Purchase Institute sister-publication Convenience Store News it expects its private brands business to reach more than $1 billion in sales this year as it continues to evolve and unveil new private-brand categories and SKUs.“We’ve grown our private brand assortment from just 87 items in 2008 to more than 1,500 items today through an intense focus on continuous improvement and quality,” 7-Eleven chief executive officer Joe DePinto told CSA at the 2019 7-Eleven Experience in Las Vegas earlier this year.

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