Walmart Refreshing No Boundaries Apparel Line
Walmart is moving forward with the reimagination of its No Boundaries proprietary fashion brand, a $2 billion private label focused on apparel for young adults.
The retailer is offering shoppers a modern, youthful assortment with new fabrication, shapes, and styles with new products hitting stores in time for the back-to-school and back-to-college shopping season, officials with Walmart said.
To refresh the brand, Walmart hired a design team with years of experience in creating products for the Generation 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, the retailer said.
“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.”
She said the new No Boundaries brand is designed and marketed to reach Gen Z by focusing on fit, quality, style, and fabrics that resonate with shoppers in this generation.
Based on a survey of Walmart customers, up to 80% of what Gen Z shoppers 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, Walmart officials said.
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 clothing, shoes, and accessories.
Style highlights include new shapes such as 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 more than 75% sugarcane in select top-selling bra styles.
Affordable fashion is another key element in the line with 80% of the assortment retailing for less than $15, including many pieces for just $5, including crop tees, short-shorts, shirttail dresses, and graphic tees.
Walmart also evolved the fit of the No Boundaries line to be more inclusive, ranging from XXS to 5X in young women’s and XS to 3X in young men’s.
The retailer will introduce No Boundaries across social channels like its Walmart Discovered experience on Roblox.
