Dive Brief:

• Walmart has revamped one of its biggest private labels, a line dubbed “No Boundaries” aimed at Gen Z, relaunching it in stores and online July 16. In addition, the retailer is launching No Boundaries via its Walmart Discovered experience on Roblox, also aimed at Gen Z.

• The latest iteration of the $2 billion brand includes 130 items in women’s clothing and intimates, men’s clothing, shoes and accessories. It has been redesigned with a more inclusive fit, offering sizes from XXS to 5X in women’s and XS to 3X in men’s. 

• Some items, including crop tees, short-shorts, shirttail dresses and graphic tees, are priced at $5, with 80% of the assortment available for less than $15, per a company blog post.

Dive Insight

Walmart took a new tack with its No Boundaries revamp, for the first time dedicating fashion designers to the brand, a “team with years of experience in creating products for the Generation Z customer.” This approach “reflects a major shift in how the retailer is thinking about building and reintroducing a cohesive brand that speaks directly to the Gen Z customer,” the company said.

With consumers taking a careful approach to spending on discretionary purchases like clothing, owned and exclusive brands have only grown in importance as a way to offer value and differentiate merchandise. Retailers including Macy’s, Stitch Fix, Dillard’s and, of course, Target, have steadily launched private label fashion lines or revamped existing ones. Private label sales rose 6% last year, topping $210 billion. 

The overhaul at Walmart is key to its apparel sales and efforts to reach younger consumers, according to a statement from Jen Jackson Brown, senior vice president of Walmart U.S. fashion brands, who arrived from Nordstrom two years ago.

“Refreshing our private brand portfolio is critical to our fashion strategy as we evolve our assortment to resonate not only with our core customers, but the next generation of Walmart shoppers,” she said.

The No Boundaries re-do is the latest in a string of efforts by Walmart to gain traction in fashion apparel that have had mixed results. In 2018 the retail giant unveiled several private labels, later adding to its portfolio with more private and exclusive brands. That included the acquisition of menswear DTC brand Bonobos, plus brand Eloquii and women’s apparel brand Modcloth, though Walmart recently unloaded those.

Years ago, Walmart also attempted to go upscale in fashion, via New York City and Vogue magazine. This time the emphasis is on casual style and affordability. No Boundaries garments include baggy jeans, tops with drop shoulders, cropped tees and oversized sweat sets, and fabrics include seamless stretch, power mesh, fleece and denim. For the first time, No Boundaries will also offer a sleepwear line, and some bras will feature a plant-based pad made from over 75% sugarcane.