Walmart will relaunch its private-label fashion brand, No Boundaries, in stores and online on July 16. Targeting young adults, the No Boundaries brand has been revamped by a design team focused on Generation Z, the retailer announced in a Thursday (June 13) press release.
“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 vice president of Walmart U.S. fashion brands, in the release.
This design team is the first dedicated to the No Boundaries brand, according to the release. The line features 130 size-inclusive pieces rooted in casual trends and weekend wear. Eighty percent of the items are priced under $15, with many available for $5.
The refreshed No Boundaries collection will be promoted across social channels, including the immersive Walmart Discovered experience on Roblox, where users can purchase real-world outfits and unlock virtual twins, per the release.
“There’s a huge opportunity for Walmart to reach a Gen Z customer with a brand that has both incredible style and unbelievable prices,” Brown said in the release.
“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.”
In February 2023, it was reported that Walmart was promoting its private-label goods to consumers as its suppliers continued to raise prices. Walmart’s store brands, Great Value and Equate, compete with packaged goods from giants like Procter and Gamble and Unilever.
In April, Walmart expanded its private-label offerings with the debut of the “chef-inspired” food brand bettergoods. This launch represents the retailer’s largest private-brand food rollout in 20 years, coinciding with several other retailers delving deeper into private-label goods.
