Walmart expands Free Assembly line for children

The retailer's elevated own brand apparel line that launched last year is adding kids styles.
Zachary Russell
Associate Editor
Zachary Russell profile picture

Last year, Walmart debuted its latest private label clothing line, Free Assembly, aimed at delivering “approachable designs, quality fabrics, modern silhouettes and and fashion-forward details.”

The apparel line elevated the retailer's previous entries in store brand apparel, something confirmed when it tapped fashion designer Brandon Maxwell to be the creative director of the brand.

To kick off October, the retailer is growing that collection by introducing Free Assembly Kids, which will feature an array of styles in childrens’ sizes. The new collection adds to Walmart’s exclusive brands such as Scoop, Sofia Jeans by Sofia Vergara, and ELOQUII Elements.

“We designed Free Assembly Kids to seamlessly complement our adult collection with many of the above trends like athleisure, plaid and cropped silhouettes being explored in our latest drop for men and women as well,” said Deanah Baker, SVP of men’s, kids, and shoes at Walmart. “And, just like the adult line, Free Assembly Kids is made with a commitment to sustainability — several pieces in the fall collection include organic cotton or recycled polyester. Free Assembly Kids will now be a key part of our children’s apparel assortment with new collections released seasonally.”

Highlights of the new collection include classic plaid and bandana prints, comfortable athleisure pieces, a line of sherpa items for maximum warmth, and coordinated looks meant for seamlessly matching.

Walmart is a headquarters for school uniforms under its George and Wonder Nation brands, but Free Assembly looks to have more fun. The inaugural Free Assembly Kids collection, which includes nearly 50 different styles in sizes ranging from 5–18 and priced between $6–$36, offers foundational wardrobe staples with all colors, prints, fabrics and silhouettes designed to work together.