General Merchandise

7-Eleven Introduces New Private-Label Merchandise Brand

Products include electronic accessories, cleaning supplies, more

IRVING, TEXAS — 7-Eleven is launching a new brand that will include private-label electronic accessories, over-the-counter medications, cleaning supplies, wine accessories and more.

24/7 Life will be the new brand on these general merchandise products, while packaged food and beverages will continue to be sold under the 15-year-old 7-Select label.

"It's important 7-Eleven customers know they are getting accessories for their electronic devices that are benchmarked to meet the same standards as those from top manufacturers," said Tim Cogil, 7-Eleven's senior director for private brands. "To ensure compatibility with leading electronic brands such as Apple and Android, all lightning cables, chargers and adapters are certified by a third-party firm. 7-Eleven also has contracted with global trend forecasters about consumer trends and emerging products to stay out in front of rapidly changing technology trends."

The 24/7 Life logo will appear in the chain’s trademark green, red and orange colors, as well as a variety of other color combinations on more than 200 products, according to the convenience-store retailer.

Electronics sold under the brand will be marketed in four categories: audio, cable, charge and more. Each will have its own specific color-coded packaging to help customers quickly and easily find what they need, 7-Eleven said. Electronic products include wireless charging pads, speakers, sound pods, ear buds, charges and cables, phone mounts, adapters and screen-cleaning kits.

Medications under the 24/7 Life brand will include “dozens of value-price over-the-counter drugs” for pain relief, cold, flu, allergy, sore throat and more, all that meet the same U.S. Food and Drug Administration efficacy guidelines and standards of their national-brand counterparts, according to 7-Eleven.

Private-brand dollar sales grew 3.8% in 2019, twice the growth of national brands, according to an IRI Consumer Connect Survey. 7-Eleven said millennials' affinity for value and quality are cited as major causes for the growing popularity of private brands.

Irving, Texas-based 7-Eleven Inc. operates, franchises or licenses more than 66,000 stores in 17 countries, including about 9,100 in the United States. 7-Eleven is No. 1 in CSP’s 2019 Top 202 ranking of c-store chains by number of company-owned retail units.

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