Walmart Launches Four New Private Brands

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Walmart announced it is launching four new private brands in the apparel category, two for women and one each for men and children.

“We’re very excited,” said Sara Veit Wallis, Vice President and General Manager for at eTail West. “It’s an initiative that the team has been working on for a very long time.”

The brands are Time and Tru and Terra & Sky for women, Wonder Nation for children and George for men. Time and Tru is target at women on the go who are trend-conscious, with Terra & Sky focused on the plus-size market.

Preston Bottomy, General Manager for Menswear, Accessories and Prestige Beauty at, said in addition to supporting the brands online, there will also be a series of upgrades to the store experience including better signage and more stylized photography.

Veit Wallis said that older private-label brands like will be sunsetted, with the idea that the new brands will still deliver the best of what they represented in terms of value and quality, calling them a refresh and on-trend updated look.

“What we’re seeing from broader search data is that customers want broader brands, some in higher price points than what we have traditionally offered at Walmart,” said Bottomy. “I think we’re really looking for opportunities to expand the assortment while continuing to deliver the same amazing value that we have always. We’re trying to capture customers that may be shopping us for grocery or technology but haven’t considered us as a destination for fashion.”

Veit Wallis said the new brand rollout is about creating a one-stop destination for fashion as well as everyday essentials, electronics and the rest of the broad assortment of categories at Walmart stores and online. Other brand launches are planned in the near future, she said.

In November, Walmart announced it would start selling a series of brands under Lord & Taylor on its website. Last month it launched Allswell, a design-centric home brand in February. In a few weeks it will also begin selling Levi’s Red Tab, further expanding its clothing assortment.


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