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BENTONVILLE, Ark. — Walmart announced Friday it will relaunch its fashion brand, No Boundaries.
The company commissioned an expert design team to build the line with Gen Z customers in mind. This is the first time Walmart has dedicated fashion designers to the No Boundaries brand.
“Refreshing our private brand portfolio is critical to our fashion strategy as we evolve our assortment to resonate not only with our core customers, but the next generation of Walmart shoppers,” said Jen Jackson Brown, senior vice president of Walmart U.S. fashion brands. “There’s a huge opportunity for Walmart to reach a Gen Z customer with a brand that has both incredible style and unbelievable prices. We have 145 million U.S. customers shopping with us in stores and online each week, and the new No Boundaries brand is designed and marketed with intention to reach this young adult audience by focusing on fit, quality, style and fabrics that resonate with them.”
Launching in stores and on Walmart.com on July 16, the new No Boundaries line features 130 pieces that span women’s clothing and intimates, men’s, shoes and accessories. Style highlights include new modern shapes like baggy fit jeans, drop shoulders, cropped tees and oversized sweat sets, as well as new high-quality fabrics like seamless stretch, power mesh, lux fleece and authentic denim fabrics. New to the brand, No Boundaries will launch with an all-new sleepwear line and the first-ever plant-based bra pad made from over 75% sugarcane in select top-selling bra styles.
There’s no shortage of affordable fashion finds with No Boundaries items when 80% of the assortment retails for less than $15, including many pieces for just $5, like crop tees, short-shorts, shirttail dresses and graphic tees. The size range was also edited to be more inclusive, ranging from XXS – 5X in young women’s and XS – 3X in young men’s.
To meet the Gen Z customer where they are, Walmart will introduce No Boundaries across social channels as within its immersive Walmart Discovered experience on Roblox, a platform popularized by Gen Z. Walmart was the first brand to pilot real-world commerce on Roblox, which No Boundaries is currently part of.
