The wholesalers I'm thinking of are the "cash and carry" warehouse variety - Makro, Booker and so on. I don't mean Costco haven't put thought into what they're

The wholesalers I'm thinking of are the "cash and carry" warehouse variety - Makro, Booker and so on. I don't mean Costco haven't put thought into what they're doing, but there is no attempt to create a perception of aesthetic value - indeed, quite the opposite to communicate their no-frills value of "the most stuff for the least money".