Walmart Launches New Intimate Apparel Brand

Walmart (NYSE: WMT) is transforming one of its most well-known apparel lines, its top intimates and sleepwear brand. The retailer is selling bras, underwear, socks, pajamas, and other merchandise under the new brand, Joyspun.

The new line, which launched Monday, Oct 24 in stores and online, will replace the retailer’s Secret Treasures private brand, it said 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, of 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.”

Joyspun was built with a new focus on inclusivity, body positivity, comfort, and contemporary styling. Additionally, the line has more bra and underwear styles, features quality materials that are long-lasting, on-trend designs and sizes that sculpt to all body types, according to a 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.”