BENTONVILLE, Ark. — Walmart is expanding its portfolio of exclusive and private-label brands with a sweeping refresh of its hardware department and the debut of a new children's home line — moves that signal the retail giant's growing conviction that proprietary products are a key lever for both customer loyalty and margin improvement.
The company announced Tuesday the exclusive launch of Greenworks Pro, a professional-grade line of power tools available only at Walmart, alongside a broader expansion of its Greenworks 24V POWERALL and Hyper Tough tool assortments. In its Home category, Walmart is introducing Mainstays Kids — its first new Home brand in five years — comprising more than 600 items across furniture, bedding, bath and décor.
"At Walmart, we're always looking for ways to bring innovative products, modern design and strong value to our customers," said Courtney Carlson, senior vice president of merchandising at Walmart. "From professional-grade tools to stylish, affordable home décor for families, these launches reflect how we're continuing to evolve our assortment to better serve the needs of today's customers."
Going Pro in the Aisles
The hardware push is notable for its deliberate reach beyond the retailer's traditional core shopper. By anchoring the department refresh around Greenworks Pro — a line positioned specifically for professional and serious DIY users — Walmart is signaling ambitions to compete more directly with home-improvement specialists such as Home Depot and Lowe's in a segment that typically skews toward higher-income, trade-oriented buyers.
The Greenworks Pro launch is exclusive to Walmart, a detail that carries strategic weight: exclusivity creates a reason for contractors and tradespeople to shop at Walmart rather than simply compare prices online or at a competing chain. The brand joins an expanded Greenworks 24V POWERALL lineup, designed for portability and versatility, and a widened Hyper Tough assortment that now includes 12V and 20V brushless power tools, batteries, hand tools and mechanic tools. Together, the three brands are intended to cover the spectrum from weekend DIYers to working professionals.
The Greenworks Pro line is also available through Business.Walmart.com, the retailer's dedicated platform for small business and commercial customers — a channel Walmart has been investing in as it looks to capture more professional and bulk-purchase spending.
A New Name for Kids' Rooms
On the home furnishings side, the Mainstays Kids launch represents the company's most significant new brand introduction in the category in half a decade. The line features six coordinated collections spanning 12 categories — furniture, bedding, bath, décor and more — aimed at helping families furnish and personalize children's spaces without paying the premium typically associated with specialty children's retailers.
The collections are described as modern and trend-forward in design, a deliberate departure from the utilitarian aesthetic that has sometimes characterized value-priced children's home goods. Walmart is betting that parents who are already shopping its stores for groceries, apparel and general merchandise can be persuaded to complete their children's room purchases there as well, rather than making separate trips to specialty competitors.
The Owned-Brand Playbook
Both launches fit a broader pattern that has taken hold across retail over the past several years: major chains investing heavily in proprietary and exclusive brands as a means of differentiating their assortments, building pricing power and improving margins on products that aren't subject to direct price comparison.
For Walmart in particular, owned and exclusive brands offer a way to deepen customer relationships at a time when price alone is no longer a reliable differentiator — consumers can increasingly find competitive pricing across multiple online and physical retail channels. Products that can only be found at Walmart create a different kind of gravitational pull.
The new products are available now at Walmart stores nationwide and on Walmart.com.
