Walmart Moves Upscale With Launch of New Intimate Apparel Brand

Noting that the intimates industry is undergoing a transformation, Walmart has rebuilt and refreshed its sleepwear and intimates line with a new focus on inclusivity, body positivity, comfort and contemporary styling.

The new Joyspun line — which was launched Monday (Oct. 24) in stores and online — replaces the retailer’s billion-dollar-a-year Secret Treasures private brand, Walmart said Monday in a press release.

“To reinvent our longstanding sleepwear and intimates brand after decades in the market, we had to think and act differently,” Denise Incandela, executive vice president, apparel and private brands, Walmart U.S., said in the press release.

“Operating more like a start-up, we approached building Joyspun like a contemporary brand, with in-house designers and one consistent point of view across the collection,” Incandela said. “The result is elevated quality, construction, fit and style at sharp price points that only Walmart can offer.”

Among the features offered by the new Joyspun product line are more styles of bras and underwear, materials that are luxe and long-lasting, design details that are elevated and on-trend, and sizes that fit and flatter all body types according to the press release.

“We’re excited for customers to experience the difference for themselves,” Incandela said. “There’s no better time than now to introduce this brand, with the current macro trends in the market — the transformation in the intimates 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.”

Lingerie and beauty product company Victoria’s Secret recently reported that its audience has responded well to its own recent brand transformation in which it moved toward a more inclusive strategy.

Read more: Victoria’s Secret Looks to Woo ‘Broader, More Loyal’ Base

Victoria’s Secret CEO Martin Waters said Oct. 13 in a press release that the company was “energized” by the response to its new strategy that he said makes it a place where “everyone feels seen, respected and valued.”

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