Walmart overhauls lingerie assortment with new inclusive brand

Walmart is reinventing and putting a more modern spin on one of its best-selling private brands. 

The discounter is rolling out Joyspun, a new sleepwear and intimates private brand. It features more than 300 styles of sleepwear, bras, panties, socks, hosiery, and maternity, with prices from $7.98 for a sleep shirt to $34.98 for a quilted robe. Bras start at $11.98.

The new brand replaces Secret Treasures, Walmart’s top-selling lingerie brand. Launched in 1999, the brand captured the largest customer base across the women’s intimates and sleepwear market in the U.S., with one in five buyers purchasing the brand during the course of fiscal year 2022, according to The NPD Group/Checkout Analytics, based on U.S. dollar sales, 12 months ending January 2022.

In recent years, the intimates category has undergone a major transformation, shifting to an era of inclusivity, body positivity and styles that prioritize comfort and confidence, reflected in the growth of such brands as Third Love and American Eagle’s Aerie, as well as the reinvention of Victoria’s Secret.

“At Walmart, we’re making a few big changes of our own as we continue to evolve and grow our fashion assortment to reflect these trends and create brands that resonate with our customers, helping them look and feel their best,” said Denise Incandela, executive VP, apparel and private brands, Walmart U.S., in a blog post.

Candeal noted that in creating Joyspun, Walmart acted more like a startup contemporary brand, with in-house designers “and one consistent point of view across the collection.”

In addition to updated style enhancements, Walmart’s new lingerie brand is designed to fit all types of customers and body types, with 18 size options.

“There’s no better time than now to introduce this brand, with the current macro trends in the market – the transformation in the intimates industry and these inflationary times when customers are looking for a better value – coupled with the approaching holiday season when sleepwear and intimates are popular gifts,” Incandela said.

Walmart is introducing Joyspun as it continues to emphasize its fashion offerings. In September, the company launched “Be Your Own Model,” a virtual try-on tool that allows customers to use their own photo to help visualize how the clothing will look on them.

[Read More: Walmart unveils enhanced virtual fitting room tool]