Walmart introduces Joyspun, an elevated sleepwear and intimates brand that’s fresh and modern, which will replace the 23-year-old Secret Treasures line that has done US $ 1 billion in sales as a private brand.
The move coincides with a substantial shift in the intimates market in recent years toward inclusivity, body positivity and designs that prioritise comfort and confidence.
Joyspun was established with in-house designers and one consistent point of view across the collection. It offers over 300 designs with Luxe materials that deliver real-lasting softness, retain their quality after wash, elevated design details including lace patterns and on-trend prints.
“The brand is designed to fit customers of all shapes and sizes. Bras range in sizes from 34A to 46DDD and underwear ranges from XS to XXXL. Walmart’s new Be Your Own Model experience, where online shoppers can better visualise how the clothing will look on them, can help customers shop at Joyspun with even more confidence,” Denise Incandela, EVP of apparel and private brands said.
“We’re excited for customers to experience the difference for themselves,” said Walmart, in an online statement.
The statement also read, “There’s no better time than now to introduce this brand, with the current macro trends in the market – the transformation in the intimate’s 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.”
