Walmart goes tech on newest private brand

Walmart is adding yet another line to its already expansive own brand assortment.

The line, which the company describes as "smart accessories for an untethered world," includes neoprene and faux leather duffels and totes, as well as phone cases, phone chargers and keyboards. Prices range from $18 to $138.

The launch appears to be a competitive move against a tech accessories private brand Heyday debuted by Target this summer.

Private brands have become a critical differentiator for mass merchandisers like Walmart, Target and Amazon over the last several years. Each has doubled down on their owned brand offerings to differentiate and protect margins.

From the beginning of 2017 to April of this year, Amazon added 66 private brands, which was six times the labels it launched in the two-year period before that, according to Gartner L2. Target, for its part, launched eight just this year. Of those brands, four fall under apparel, while two focus on home — two category mainstays for Target