Walmart has launched Free Assembly, a men’s and women’s private label apparel line with items priced from $9 to $45. Designed by an in-house Walmart team, the line includes 30 items for women and 25 for men, and includes “wardrobe staples that are easy to mix, layer and assemble freely,” wrote Denise Incandela, SVP Women’s Group, Elevated and Online Brands at Walmart in a blog post.
“Through our ongoing strategy of expanding our assortment for our customers, we’ve shown that we’re serious about establishing Walmart as a fashion destination,” wrote Incandela. “And now we’re doubling down to offer customers something they couldn’t find at Walmart before — a fashion essentials-inspired brand for both men and women created by our in-house design team.”
Walmart debuted several private label lines in 2019, including the MoDRN private label home brand in February; the Earth to Skin private label skincare line in August; and the relaunched luxury fashion brand Scoop in September. In May 2020, Walmart entered the fashion resale market via a partnership with ThredUP.
A July 2020 study by Deloitte indicated that COVID-19 had accelerated what was already a strong trend toward private label adoption by consumers. The study noted that private label sales in the mass merchant segment had increased by 41% over the previous five years, approximately 4X higher than overall private label growth.
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