Walmart launched a new inclusive brand for intimate and sleepwear to grow the fashion category

Walmart has uncovered a new elevated and inclusive intimates and sleepwear brand Joyspun, as the company looks to grow and evolve its fashion category.

Joyspun will replace the previous billion-dollar private intimates and sleepwear line of Walmart, Secret Treasure. Secret Treasure captures the largest customer base in the US across the women’s intimates and sleepwear market, according to the retailer. NPD Group’s Checkout Analytics said that in the US, one in five buyers consumers has shopped the brand in the 12 months ending January 2022.

Walmart stated that the intimate category is undergoing a “significant transformation.” It is shifting to an era of body positivity, inclusivity, and styles that prioritize confidence and comfort. It added that the intimate category had to evolve into a modern and fresh offering.

Denise Incandela, executive vice president of private brands and apparel at Walmart US, explained in a blog post that the new brand is launched with more than 300 styles of sleepwear, knickers, hosiery, socks, bras, and maternity. It features buttery soft fabrics, modern style, and fresh silhouettes without the premium price tag. To ensure that the DNA of the brand embodies positivity and inclusivity Walmart launched Joyspun with 18 size options for “a flattering, feel-good fit”.