To reinvigorate its approach to the category, Walmart on Monday announced that it has launched a sleepwear and intimates brand, dubbed Joyspun.
The line replaces Walmart’s billion-dollar private label Secret Treasures, and contains over 300 styles of sleepwear, bras, underwear, socks, hosiery and maternity products. Bras range in sizes 34A to 46DDD, while underwear ranges from XS to XXXL, according to the company. Products are priced from $7.98 to $34.98 and are available at stores and on the retailer’s website.
The retailer approached the development of Joyspun “more like a start-up” with in-house designers and a cohesive brand view, according to Denise Incandela, executive vice president of apparel and private brands for Walmart U.S.
“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 in a statement.
Walmart isn’t the only retailer examining its approach to the intimates category. Specialty retailer Victoria’s Secret has recently undergone a dramatic repositioning with its brand messaging in order to focus on empowerment and body positivity.
DTC companies have also pushed into the segment. Andie debuted the category last year with a focus on comfort, and ThirdLove introduced a collection of seamless bras and underwear in sizes XS to 3X in 2021. DTC period underwear brand Thinx also went into Walmart stores this spring with its Thinx For All line.
Over the past few years Walmart has been reconsidering its approach to its private labels. “Walmart is big in apparel, but this is mostly because its size and reach,” GlobalData Retail Managing Director Neil Saunders said in 2020 when the retailer launched its Free Assembly apparel line. “It is an easy and convenient option for existing customers to buy basics, but it does less well at taking share of wallet from more fashion-focused shoppers.” The company has gone on to expand the Free Assembly line and named fashion designer Brandon Maxwell as creative director for Free Assembly and Scoop.
