Riding the intimates apparel market high, Walmart is upgrading its offerings in an industry poised to grow by over $57 billion through 2026, according to Research and Markets. The retail giant is replacing its billion-dollar sleepwear and intimates private brand Secret Treasures with the contemporary, more inclusive line Joyspun.
The Secret Treasures line captured the largest customer base across the women’s intimates and sleepwear market in the U.S., with one in five buyers purchasing the brand over the fiscal year 2022, The NPD Group reported. So why replace it?
“The intimates category is undergoing a significant transformation, shifting to an era of inclusivity, body positivity and styles that prioritize comfort and confidence,” said Denise Incandela, executive vice president of apparel and private brands, Walmart U.S. in a statement. “At Walmart, we’re making a few big changes of our own as we continue to evolve and grow our fashion assortment to reflect these trends and create brands that resonate with our customers, helping them look and feel their best.”
The intimates market spearheads diversity, equity and inclusion across the apparel industry, with brands like Aerie and Intimates leading the way for body positivity. Joyspun’s “brand DNA embodies inclusivity and positivity to fit all types of customers and body types,” the company said, with 18 size options ranging from XS to XXXL.
Other updates include offering more bra styles—and sizes ranging from 34A to 46DDD—as well as seamless microfiber and modal/spandex materials and elevated design details.
“We’re excited for customers to experience the difference for themselves,” Incandela said. “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.”
This move follows in the company’s attempts to modernize, with offerings like a sugarcane bra and the relaunch of private brand Scoop, which is overseen by “Project Runway” designer judge Brandon Maxwell.
Walmart has also expanded its technical operations via ventures including “Be Your Own Model” virtual try-on capabilities, entering the metaverse and its “Innovation Partner Program” on social apps like TikTok and Snapchat.