BENTONVILLE, Ark. — Walmart has expanded its growing fashion private-brand portfolio with the launch of Scenario, a women’s collection built around a modern bohemian aesthetic and value pricing.
The 280-piece collection includes apparel, footwear, jewelry, handbags, and accessories, with most items priced below $25. Scenario is available at Walmart stores and online.
The brand combines feminine silhouettes, vintage-inspired prints and textured materials with pieces designed for everyday wear. The assortment includes blouses, dresses, denim, flats and accessories, featuring details such as fringe and tassels.
Scenario grew out of Walmart’s research into customers’ fashion preferences. The retailer said that nearly one in five women surveyed identified “boho” as one of their top style preferences, while its trend forecasting and merchant insights pointed to continued interest in modern bohemian fashion.
“We are on a journey to democratize fashion because we believe everyone should have access to beautiful clothes, regardless of their budget,” said Denise Incandela, executive vice president of fashion, Walmart U.S. “Scenario brings a feminine, modern bohemian point of view to Walmart, with incredible style and quality at an extraordinary value.”
Prices range from $7.98 for a ribbed cotton T-shirt to $39.96 for a woven leather hobo shoulder bag. Other items include a pleat-cuff sweatshirt for $14.98, a smocked midi dress for $27.98, a denim chore jacket for $29.98, and woven Mary Jane flats for $28.98.
The launch marks another step in Walmart’s broader effort to strengthen its position in fashion and build its own brands. Over the past five years, the retailer has launched or relaunched 15 fashion private brands and invested in design, quality and more differentiated brand identities.
Private brands now account for more than half of Walmart Fashion sales, according to the company.
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