Sam's Club Intensifies California Push With New Lathrop Store
The Walmart subsidiary opens its 31st California location, directly challenging rival Costco with aggressive membership deals and expanded offerings.
Sam's Club, a major competitor to Costco, has opened its latest warehouse store in Lathrop, California, marking its 31st presence in the state and eighth in Northern California. The new nearly 170,000-square-foot location at 16150 Golden Valley Parkway aims to capture market share in a region where Costco has a strong foothold.
The Lathrop store, which had a soft opening for members on Wednesday evening before its grand opening on Thursday morning, offers a wide array of bulk pantry and household items, alongside an expanded selection of fresh foods. Features include a full-service floral department, daily fresh tortillas, sushi, and convenient curbside pickup and delivery options.
To celebrate the opening, Sam's Club is offering significant discounts on memberships through September 30 at the Lathrop, Sacramento, and Concord locations. New members can purchase a Club membership for $25, a $35 reduction from the standard price, or a Sam's Club Plus membership for $50, a $70 discount. These promotional prices underscore the company's strategy to attract customers with lower membership fees compared to its main rival.
Despite a previous membership fee increase, Sam's Club's annual membership costs remain lower than Costco's. A Sam's Club Club membership is $60 per year, with the Plus membership at $120, which includes benefits like 2% Sam's Cash back and free shipping on eligible orders. In comparison, Costco's Gold Star membership is $65 annually, and its Executive membership is $130, offering 2% in rewards with a higher cap.
The Lathrop store opening is part of a broader rebranding effort by Sam's Club, which includes a new logo and slogan, "Come Join Us," and store remodels. These updates feature new technology and enhanced amenities such as self-scan options and outdoor dining areas at select locations. The company has also announced plans for another store in Visalia, California, though an opening date has not yet been set.
The grand opening festivities for the Lathrop store include samples, giveaways, and entertainment through September 26, with food influencer Jack Mancuso scheduled to appear on Friday afternoon. The company also distributed approximately $35,000 in grants to local non-profits, including Toys for Tots, the Boys & Girls Club of Manteca, and Second Harvest of the Greater Valley, during the opening ceremony.