Walmart revives fashion brand as private label

Walmart’s new omnichannel fashion line is an old favorite.

The discount giant is relaunching Scoop, initially launched in 1996, as its private-label fashion-forward apparel brand. The new Scoop brand for Walmart offers a curated collection of more than 100 trend-inspired styles that are intended to be size-inclusive and affordable. Prices range from $15 for a graphic tee to $65 for a car-length teddy coat.

Walmart is bringing back Scoop in partnership with its co-founder, designer Stefani Greenfield, with an eye toward offering items that are a little more trendy than traditional Walmart fare. In a corporate blog post, Denise Incandela, head of fashion, Walmart U.S. e-commerce, said Walmart has been establishing itself as a “destination for fashion,” with an emphasis on items that are both accessible and stylish.

“I think our customers will also be amazed by the elevated details that typically come at a more premium price, like certified vegan leather and faux fur, fully lined outwear, unique denim washes and trim – including side-taping, metal studs and double needle-top stitching – and exceptional shoes and handbags,” said Incandela. “We’ve worked hard to ensure Scoop honors its original vision to offer the ‘best-of-the-best’ in fashion each season and empower customers to build ‘The Ultimate Closet.’”

Customers can shop the full collection now online at walmart.com/scoop. Items will arrive in select Walmart stores early in 2020.