Walmart is expanding its portfolio of comfortable and affordable apparel to include a sleepwear and intimates label, Joyspun. Joyspun will serve as the updated replacement for Walmart’s previous ‘Secret Treasures’ brand, mainly producing sleepwear, bras, underwear, socks, hosiery, and maternity products. Consumers can browse a comprehensive selection of bras ranging in size from 34A to 46DDD, along with underwear that starts at XS and goes up to XXXL.
When asked about Joyspun’s operations, Walmart explained that it treats the brand "more like a start-up" by recruiting in-house designers and a new, improved brand outlook.
"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, Executive VP of Apparel and Private Brands for Walmart U.S.
Affordable Intimates Brands
Walmart Launches Joyspun, its New Sleepwear and Intimates Line
Trend Themes
1. Affordable Intimates Brands - The success of Walmart's Joyspun line demonstrates a growing demand among consumers for comfortable, affordable lingerie and sleepwear.
2. In-house Designers - Walmart's decision to recruit in-house designers for Joyspun suggests that more companies could benefit from bringing design expertise in-house, particularly for lines that require a nuanced understanding of fit and comfort.
3. Expanded Size Ranges - Joyspun's range of bra sizes from 34A to 46DDD and underwear sizes from XS to XXXL indicates that brands willing to expand their size ranges can profit from an underserved segment of the market.
Industry Implications
1. Retail - With the launch of Joyspun, other retailers may be inspired to follow Walmart's lead and develop their own lines of affordable lingerie and sleepwear.
2. Fashion Design - Walmart's commitment to in-house designers to develop Joyspun could signal a shift in the fashion industry towards the development of expertly designed lines of clothing.
3. Body Positivity - By offering a wide range of sizes, Joyspun is part of a larger trend in the fashion and retail industries towards more inclusive sizing and body positivity.