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Walmart in refresh of $2 billion private fashion brand for Gen Z

Walmart No Boundaries
Walmart is overhauling its No Boundaries private label brand.

Walmart is squarely targeting young consumers with a total revamp of its No Boundaries private label assortment of fashion items.

The discount giant has undertaken what it calls a "reimagining" of its $2 billion No Boundaries young adult fashion brand with new fabrication, shapes and styles – but the same prices – timed for the back-to-school and back-to-college shopping season.

Walmart hired a design team it says has “years of experience” in creating products for Gen Z customers, marking the first time Walmart has dedicated fashion designers to the No Boundaries brand.

Launching in Walmart stores and on the discounter's e-commerce site Tuesday, July 16, the new No Boundaries line features 130 pieces that span women’s clothing and intimates, men’s clothing, shoes and accessories. 

Style highlights include what Walmart calls “new modern shapes” like baggy fit jeans, drop shoulders, cropped tees and oversized sweat sets, as well as new fabrics like seamless stretch, power mesh, lux fleece and authentic denim fabrics. 

No Boundaries will also feature its first-ever sleepwear line and the first-ever plant-based bra pad made from over 75% sugarcane in select top-selling bra styles. Walmart will offer 80% of the assortment for retail price of less than $15, including a number of pieces for $5, including crop and graphic tees, short-shorts, and shirttail dresses.

Walmart also extended the fit of the No Boundaries line to be more inclusive, ranging from XXS to 5X in young women’s and XS to 3X in young men’s.

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Roblox promotion

Walmart will attempt to reach Gen Z customers with No Boundaries marketing by promoting the brand across social media channels, including the popular Roblox immersive gaming platform. The retailer will include No Boundaries in its Walmart Discovered integrated "real world" sales experience Roblox.

In addition, in July 2024, a Roblox creator will help curate a selection of No Boundaries outfits from the forthcoming collection, which will enable users to buy the real-world outfits on Roblox and unlock "virtual twins" for their Roblox avatars.

"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," said Jen Jackson Brown, senior VP of Walmart U.S. fashion brands. "There’s a huge opportunity for Walmart to reach a Gen Z customer with a brand that has both incredible style and unbelievable prices. We have 145 million U.S. customers shopping with us in stores and online each week, and the new No Boundaries brand is designed and marketed with intention to reach this young adult audience by focusing on fit, quality, style and fabrics that resonate with them."

Headquartered in Bentonville, Ark., Walmart Inc. operates approximately 10,500 stores and numerous e-commerce websites in 19 countries.

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