Denise Incandela, head of fashion for Walmart U.S. e-commerce, said the initial collection features nearly 100 items, ranging from jeans and denim jackets to fashion tops and graphic tees.
“We, along with Sofía, wanted to design a line that makes women feel and look great, inspiring them to ‘work what they’ve got,’” Incadela said.
The jeans, which she said are the heart of the line, include a wide range of fits, from skinny and straight-leg styles to joggers and flares. Icadela noted that the denim styles are designed and named after Sofía and the women in her family, and feature details like raw edges and studs.
“I live in my jeans,” Vergara said. “From going to the store or to a business meeting or to a night out partying, jeans are a must-have item for women. I wanted to design a line of great-looking jeans, perfect for daytime casual or dressed up for night, and fun tops, that are comfortable and affordable. I am thrilled to partner with Walmart.com to create a collection for women of all shapes and sizes. Everyone’s body is different. Everybody is beautiful and should be celebrated.”
Sofía Jeans by Sofía Vergara will unveil new products seasonally, Incadela noted. It will offer sizes ranging from 0 to 20 in jeans, skirts and shorts, and extra small to triple extra-large in tops, with all launch items priced at $40 or under.
“Last year, we introduced our new fashion destination on Walmart.com and I’m very excited to continue to build on that experience,” Incadela said. “Sofía Jeans by Sofía Vergara joins our growing lineup of brands, which includes nearly 150 premium brands through our Premium Shop with Lord & Taylor, as well as exclusive lines such as EV1 with Ellen DeGeneres.”
Walmart reported that e-commerce sales grew 43 percent in the third quarter and was on track to increase 40 percent for the fiscal year overall compared to the prior year.
At the same time, the move for brands to include a wider range of sizes, from petites to plus sizes, has gained momentum. This includes celebrity collections from the likes of Gwyneth Paltrow and Amy Schumer to designers and stores such as Nordstrom and Cynthia Vincent. Walmart acquired plus-size e-commerce brand Eloquii last year to gain both its digital expertise and its millennial-heavy customer demographic.