Walmart Relaunches No Boundaries, its $2B Modern Fashion Brand Designed for Gen Z
June 13 2024 - 2:04PM
Business Wire
Reintroducing No Boundaries: a reimagined young
adult brand that celebrates the unlimited potential of
self-expression, with 80% of items priced under $15
Today, Walmart announced its latest private brand transformation
in reimagining one of its largest and most well-known fashion
brands, No Boundaries. The $2B+ brand for young adults will bring
customers a modern, relevant and youthful assortment with new
fabrication, shapes and styles, all at the same great prices
Walmart has always offered and just in time for the back-to-school
and back-to-college shopping season.
To refresh the legacy young adult fashion brand, Walmart hired
an expert design team with years of experience in creating products
for the Gen Z customer. This is the first time Walmart has
dedicated fashion designers to the No Boundaries brand and reflects
a major shift in how the retailer is thinking about building and
reintroducing a cohesive brand that speaks directly to the Gen Z
customer.
“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. “There’s a huge opportunity for Walmart to
reach a Gen Z customer with a brand that has both incredible style
and unbelievable prices. 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.”
Gen Z is driven by self-expression and looking for fashion
brands that inspire and celebrate their journey. Based on a survey
of Walmart customers, up to 80% of what they purchase are pieces
they can mix and match to make their own. That individuality is
core to the No Boundaries brand DNA – style rooted in casual trend
and weekend wear with of-the-moment, youthful essentials designed
to make their own.
Launching in stores and on Walmart.com on July 16, the new No
Boundaries line features 130 pieces that span women’s clothing and
intimates, men’s, shoes and accessories. Style highlights include
new modern shapes like baggy fit jeans, drop shoulders, cropped
tees and oversized sweat sets, as well as new high-quality fabrics
like seamless stretch, power mesh, lux fleece and authentic denim
fabrics. New to the brand, No Boundaries will launch with an
all-new sleepwear line and the first-ever plant-based bra pad made
from over 75% sugarcane in select top-selling bra styles.
There’s no shortage of affordable fashion finds with No
Boundaries items when 80% of the assortment retails for less than
$15, including many pieces for just $5, like crop tees,
short-shorts, shirttail dresses and graphic tees.
With options for every body, Walmart also evolved the fit of the
No Boundaries line to be more inclusive, ranging from XXS – 5X in
young women’s and XS – 3X in young men’s.
To meet the Gen Z customer where they are, Walmart will
introduce No Boundaries across social channels as within its
immersive Walmart Discovered experience on Roblox, one of Gen Z’s
most popular platforms. Walmart was the first brand to pilot
real-world commerce on Roblox, which No Boundaries is currently
part of. In July, a Roblox creator will help curate a selection of
No Boundaries outfits from the forthcoming collection, allowing
users to buy the real-world outfits on Roblox and unlock virtual
twins.
About Walmart Walmart Inc. (NYSE: WMT) is a people-led,
tech-powered omnichannel retailer helping people save money and
live better - anytime and anywhere - in stores, online, and through
their mobile devices. Each week, approximately 255 million
customers and members visit more than 10,500 stores and numerous
eCommerce websites in 19 countries. With fiscal year 2024 revenue
of $648 billion, Walmart employs approximately 2.1 million
associates worldwide. Walmart continues to be a leader in
sustainability, corporate philanthropy, and employment opportunity.
Additional information about Walmart can be found by visiting
corporate.walmart.com, on Facebook at facebook.com/walmart, on X
(formerly known as Twitter) at twitter.com/walmart, and on LinkedIn
at linkedin.com/company/walmart.
View source
version on businesswire.com: https://www.businesswire.com/news/home/20240613837069/en/
Jaeme Laczkowski JLaczkowski0@walmart.com
Walmart (NYSE:WMT)
Historical Stock Chart
From Jun 2024 to Jul 2024
Walmart (NYSE:WMT)
Historical Stock Chart
From Jul 2023 to Jul 2024