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Sept. 21, 2020, 1:02 p.m. EDT

Walmart launches private-label clothing brand Free Assembly

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Tonya Garcia

Walmart Inc. had a busy Monday, announcing that it has launched a private-label clothing brand, Free Assembly, in addition to laying out its new sustainability goals.

Free Assembly was created by an in-house Walmart /zigman2/quotes/207374728/composite WMT -1.98% design team. The team is led by Dwight Fenton, a veteran of brands like Gap Inc.’s Old Navy and Bonobos, the men’s apparel company that Walmart purchased in 2017 for $310 million .

“We designed Free Assembly to be a modern fashion essentials clothing brand,” Fenton said in a Q&A posted on the Walmart website. “We wanted to design a brand that anyone could see themselves wearing.”   

See: Walmart aims for zero emissions by 2040

The collection includes a $45 blazer, $40 organic selvage denim and a $30 parka. In total, there are 30 items for women and 25 for men, all priced between $9 and $45.

Other private-label brands in Walmart’s portfolio include Terra & Sky and EV1 by Ellen DeGeneres, a line created in partnership with the celebrity talk show host.

In addition to Bonobos, Walmart went on a shopping spree a few years ago, acquiring a number of digitally-native fashion sites, among them outdoor retailer Moosejaw and women’s apparel company ModCloth. It has since sold off or made cuts to some of those acquisitions.

In May, Walmart announced a partnership with secondhand retailer ThredUp.

The latest Walmart announcement comes on the heels of Amazon.com Inc.’s /zigman2/quotes/210331248/composite AMZN -3.76% latest fashion launch, Luxury Stores , a platform for high-end labels that was introduced with fashion brand Oscar de la Renta.

Walmart stock is up 0.5% in Monday trading and has gained 14.4% for the year to date. The Dow Jones Industrial Average /zigman2/quotes/210598065/realtime DJIA -3.43% has tumbled 6% for 2020 so far.

/zigman2/quotes/207374728/composite
US : U.S.: NYSE
$ 140.04
-2.83 -1.98%
Volume: 5.62M
Oct. 28, 2020 4:00p
P/E Ratio
22.32
Dividend Yield
1.54%
Market Cap
$404.86 billion
Rev. per Employee
$223,654
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/zigman2/quotes/210331248/composite
US : U.S.: Nasdaq
$ 3,162.78
-123.55 -3.76%
Volume: 5.59M
Oct. 28, 2020 4:00p
P/E Ratio
121.57
Dividend Yield
N/A
Market Cap
$1646.09 billion
Rev. per Employee
$359,671
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/zigman2/quotes/210598065/realtime
US : Dow Jones Global
26,519.95
-943.24 -3.43%
Volume: 499.63M
Oct. 28, 2020 5:11p
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