JET

An employee assembles customer orders at the Jet.com fulfillment center in Kansas City, Kansas, on Nov. 30, 2015. MUST CREDIT: Bloomberg photo by Daniel Acker.

The brand-conscious millennial shoppers who form the core of Jet.com’s customer base might find something unusual on the site this month: stodgy-yet-reliable store brands from Jet’s new owner, Wal-Mart Stores Inc.

Jet.com has started offering Wal-Mart’s in-house brands including Great Value, Equate and Sam’s Choice now that the companies’ online order-fulfillment centers have been linked up, a spokesman confirmed Tuesday. The move represents a small but significant step toward integrating last year’s $3.3 billion acquisition of Jet.com, part of a push to challenge Amazon.com Inc. in e-commerce.

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