Walmart is set to relaunch its private-label brand aimed at Gen Z customers, it announced recently, to compete with rivals and cross-sell products.
In July, Walmart will reintroduce its 30-year-old “No Boundaries” fashion line, offering items popular with Gen Z such as oversized tees and baggy jeans, according to Denise Incandela, executive vice president of fashion at Walmart US. The brand, which generates US $ 2 billion in annual sales for Walmart, will feature a range of 130 items including men’s and women’s wear, intimates, shoes, and a plant-based bra with pads made from 75 per cent sugarcane.
Additionally, 80 per cent of the products will be priced below US $ 15, with some items like printed tees, shirt tail dresses, and short shorts available for US $ 5.
Walmart’s core customer base is typically older than Gen Z (born between 1997 and 2012), but the company has been attracting new demographics due to its strong presence in the grocery sector. As shoppers focus on food and essentials amid high inflation and interest rates, Walmart has seen record-breaking annual sales.
The influx of Gen Z customers buying essentials at Walmart presents an opportunity for the company to cross-sell other products, a Walmart spokesperson noted.
