Mashable reports that Walmart-owned Jet is “launching its own in-house grocery label that will encompass household staples like coffee, olive oil, laundry detergent, and paper towels.”

Called Uniquely J, the line comes out as Amazon both increases its own commitment to the Amazon Basics line and makes Whole Foods’ 365 own-label brand more accessible on its site.

The Mashable story says that the Jet version “will target ‘metro millennial’ consumers with perhaps more emphasis on quality than your average generic store brand.

It is parter of as broader strategy. The Wall Street Journal reports that “Jet plans to start selling apparel from niche online sellers that Wal-Mart has acquired over the past year, according to people familiar with the matter. It is expected to add clothes from ModCloth in coming months and Bonobos men’s apparel next year.”

KC's View: This strikes me as a very sensible move, and it will be interesting to see if Walmart - which you would not think is a particularly appealing company to many “metro millennials” - is able to change perceptions in a meaningful way, and do so without eroding its appeal to its core customer base.

The more that Walmart tests its traditional boundaries, the more impressed I am with the degree to which CEO Doug McMillon seems able to re-engineer the company’s culture and allow Marc Lore a lot of space to do what needs to be done.