Sam's Club Unveils Rebrand, Modernized Store Design Amid Membership Fee Increase
The membership-only warehouse chain introduces a new logo, slogan, and store layout, while also raising annual membership costs.
Sam's Club has begun rolling out a significant rebrand, featuring a new logo and the slogan “Come Join Us.” This initiative, which officially launched in October 2025, aims to modernize the shopping experience, starting with updated store designs.
The company’s newest location in Lebanon, Tennessee, serves as a model for this transformation. The 168,000-square-foot store includes a fuel station, expanded shopping sections, and a modern aesthetic. It also integrates a healthcare service suite encompassing a pharmacy, optical center, and hearing center.
Store Design and Features
The revamped stores emphasize enhanced product offerings and an improved customer journey. The Optical Center will now carry over 240 designer and luxury frames from brands such as Ray-Ban, Gucci, Oakley, Tom Ford, and Kate Spade. A dedicated floral department allows members to observe associates creating custom arrangements, adding a theatrical element to the shopping experience and freeing up staff for more personalized service.
Further design changes include an outdoor cafe, a focus on products from local businesses, and enlarged fresh departments. These departments feature “product islands” that are one-third larger than those in standard Sam's Club locations, offering more extensive selections of meat, seafood, deli items, and prepared foods. One of these islands is dedicated to sushi, where customers can watch chefs prepare the dishes.
Sam’s Club is also encouraging the use of its Scan & Go mobile app, which allows shoppers to scan item barcodes and pay directly through their smartphones, bypassing traditional checkout lines. This initiative has led to a reduction in self-checkout stations in some remodeled locations.
Future Openings and Membership Costs
Beyond the Lebanon store and the initial remodel in Springdale, Arkansas, three additional locations are slated to open in 2026 with the updated design and larger formats: Lathrop, California; Visalia, California; and Tomball, Texas.
Alongside these physical changes, Sam's Club has increased its annual membership fees. Effective May 1, the basic membership cost rose by $10 to $60, and the higher-tier Plus membership increased to $120. Previously, these memberships cost $50 and $110, respectively. This marks the second fee increase since October 2022, when basic membership went from $45 to $50, and Plus membership rose from $100 to $110.
Sam’s Club notified its members of the price adjustment via email. Plus members will also see an increase in their Sam’s Cash rewards cap, rising from $500 to $750 annually, representing a 2% boost.
Not all existing Sam's Club locations will be immediately updated. The company plans to incorporate the new branding and store designs into new store openings and will remodel existing locations over time. The company has not yet provided a comprehensive list of all stores scheduled for renovation.