Walmart Launches New Sleepwear, Intimates Private Brand

Joyspun will replace Secret Treasures as the retail giant's private brand in the category, elevating designs and styles for customers.
Zachary Russell
Associate Editor
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Walmart Joyspun

Walmart has introduced its newest private brand: an apparel line of sleepwear and intimates.

Joyspun will replace the retailer’s Secret Treasures brand, and offers a more “contemporary” take on the sleepwear and intimates category. Available in stores and on now, the new brand offers over 300 styles of sleepwear, bras, panties, socks, hosiery and maternity clothes priced between $8 - $35, with bras starting at just $11.98.

“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,” said Denise Incandela, EVP of Apparel and Private Brands at Walmart in a blog post. “We’re proud of the work we’ve done to rebuild and refresh our market-leading sleepwear and intimates brand in a meaningful way to make it more relevant to a broad range of customers. We feel like it’s a big unlock for an extraordinarily large business within our fashion portfolio and we’re excited about the five-star feedback we’re starting to receive from customers who have discovered it."

Walmart Joyspun

Differing from Secret Treasures, Walmart says Joyspun features more bra and underwear styles, elevated design details and upgraded customer favorites. The line features 18 size options for customers to find the best fit possible. Bras range in size from 34A to 46DDD and underwear ranges from XS to XXXL.

“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,” added Incadela. “The result is elevated quality, construction, fit and style at sharp price points that only Walmart can offer."