PJs all day… kind of day. Walmart’s reimagining its biggest sleepwear and intimates brand ahead of a competitive holiday season. Say goodbye to Walmart’s 20+-year-old “Secret Treasures” private label, which offered everything from robes to bras to satin sets. Say hello to Walmart’s Joyspun line, which features 300+ styles, more sizes (think: XS to XXXL) and new maternity options. Joyspun's starting strong:
- One in five cozy-wear shoppers bought something from the Treasures label last year, earning the brand $1B in sales.
- Joyspun’s splashy brand entry could lure new holiday shoppers hunting for affordable prices.
Sleepwear showdown… During the pandemic, garment retailers catered to customers' need for comfort, better sizes, and body positivity. As Americans got used to hanging (and working) from home, the comfy-clothes trend stuck: sleepwear sales jumped 52% from prepandemic levels in the first nine months of the year, while intimates grew 15%. Still:
- Rivals like Victoria's Secret also shifted their brands to be more comfortable and diverse (think: plus sizes, multi-shade bras), but it hasn't supercharged sales.
Work-from-home may not be forever… but WFH garments might be. Even as inflation-conscious shoppers watch their budgets, must-haves like underwear and socks remain nonnegotiable. By revamping an already popular brand to put comfort and affordability first, Walmart hopes to offer more inclusive options for its current customers and luxury features (like: trendy colors, lacey patterns) for its high-income shoppers.