Walmart is going all out to up its game in the industry of basic fashion, as it is set to launch a brand to compete with the likes of basics giants like Everlane.
The unnamed, direct- to-consumer brand will be sold through Walmart’s own e-commerce site, just like its direct-to-consumer mattress brand Allswell. The project is being headed by Andy Dunn, who is the Founder and CEO of Walmart’s acquired menswear brand Bonobos. He will be making his contributions as the SVP of the digital consumer brands.
The merchandise will be at par with the products sold by San Francisco-based basics brand Everlane, right from US $ 15 V-neck t-shirts to US $ 175 leather tote. The only major difference would be the fact that this merch will be more Gen Z oriented with lower prices. The apparel line will be produced by third parties and designed by Bonobos designer Dwight Fenton.
The new brand is being considered a key player in Walmart’s efforts to establish itself as the digital destination for apparel and compete with likes of Amazon and Primark. They will also employ several new shipment partners to make the deliveries faster and efficient.
For this very aim, they have acquired a number of e-commerce lines that are not available in their brick and mortar stores like Bonobos and ModCloth. The retailer saw a rise of 33% in sales for the first three months of 2019 fiscal year. They are expanding into cosmetics business via the online line called CO Squared. This is in addition to their four new in-house clothing labels introduced in early 2018.
The new basics label is said to touch its e-commerce line by the end of 2018.