Walmart Fashions New Private Label Apparel


As Walmart seeks to elevate its line of apparel, the retailer is launching new fashions for women, men and children. The clothing will be available at brick-and-mortar stores and online starting March 1, the company said in an announcement.

New private label brand names include Time and Tru, Terra & Sky, Wonder Nation and George, which seek to provide value-focused fashion choices for consumers.

“We listened to our customers and are proud to deliver apparel choices that meet at the intersection of everything they desire: on-trend styles, comfort and quality, all at unbeatable prices,” Deanah Baker, SVP of Apparel, Walmart U.S, said in an announcement. “These new brands are a thoughtful reflection of current trends and styles, while considering our customers’ busy, on-the-go lifestyles.”

To help make the retailer an attractive destination for apparel, Walmart is also redesigning its clothing departments to help customers find new styles. Starting in March, and by the fall of 2018, the majority of the retailer’s stores will feature upgraded displays, new signage and stylized photography for each brand. In addition, the retailer will remodel some of its stores to include open floor plans — as well as renovated fitting rooms.

The news comes as Target launches a lifestyle clothing brand for women featuring lots of denim and even lower prices than its current women’s apparel lines. The private label line, Universal Thread, will include tops, dresses, accessories and shoes priced between $5 and $39.99, retail news source Retail Dive reported. The assortment includes fashion and casual wear and ranges in size from 00 through 26W.

Why denim? Target Executive Vice President and Chief Merchandising Officer Mark Tritton explained that a survey of 1,000 women revealed their most dreaded shopping endeavor was finding a new pair of jeans.

“Whether the rise was too long or the inseam was too short or the pair of jeans they wanted didn’t come in their size — finding the perfect fit for their body type was just too challenging,” Tritton said. “That’s a problem we wanted to solve.”