To bring a new women’s fashion line to its stores and website, Walmart is teaming up with Ellen DeGeneres. The move comes as the retailer seeks to expand its presence in the apparel space and grow its market share for clothing, Reuters reported.
The new fashion brand, which will be called EV1, will consist of approximately 60 different products. The selection will include T-shirts that display quotes from Ellen, denim, accessories and footwear, and will also encompass items that are added seasonally, according to Walmart U.S eCommerce Head of Fashion Denise Incandela.
“This year, we’ve been hard at work transforming the fashion experience on Walmart.com – from launching a new specialty shopping experience that helps customers browse and discover our assortment, to introducing our Premium Brands shop with Lord & Taylor,” Incandela wrote in the post. "With the foundation now laid, we’re excited to focus on broadening our fashion assortment."
The news comes as Walmart is launching new fashions for women, men and children, 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.