Walmart targets rival with relaunch
Walmart is looking to expand its share of the lucrative market for baby products.
The discounter announced it is relaunching its Parent's Choice line of baby essentials with an expanded line of products and a new logo. Parent's Choice, which began 20 years ago with just baby formula, will grow to 275 items. The relaunch comes as Target Corp. has been focusing on baby with new Cloud Island baby brand, which recently added has bedding and nursery decor to its assortment.
The centerpiece of the Walmart launch, which is ongoing and will continue through January, is the brand's first-ever premium diaper product and a 53-piece bedding line. Both are now available in stores, and will be on the chain's website starting in October. All items in the bedding collection are $40 or less, with many items priced less than $13.
Baby is a category of focus for rival Target Corp. which has launched lines like PillowFort and Cloud Island in recent months. Wal-Mart shares are nearly flat in premarket trading and up almost 15% for the year so far.
The discounter announced it is relaunching its Parent's Choice line of baby essentials with an expanded line of products and a new logo. Parent's Choice, which began 20 years ago with just baby formula, will grow to 275 items. The relaunch comes as Target Corp. has been focusing on baby with new Cloud Island baby brand, which recently added has bedding and nursery decor to its assortment.
The centerpiece of the Walmart launch, which is ongoing and will continue through January, is the brand's first-ever premium diaper product and a 53-piece bedding line. Both are now available in stores, and will be on the chain's website starting in October. All items in the bedding collection are $40 or less, with many items priced less than $13.
Baby is a category of focus for rival Target Corp. which has launched lines like PillowFort and Cloud Island in recent months. Wal-Mart shares are nearly flat in premarket trading and up almost 15% for the year so far.