Walmart, Inc., like many large retail and grocery chain stores, uses a brand strategy that offers private brands (private label, store brand) and generic brand merchandise.
Apparel brands
Major brands
In March 2018, Walmart introduced three new clothing lines and revamped an existing clothing line.[1]
- George, scaled down to focus on men's casual and dress clothing, shoes, and accessories (previously also women's and children's)
- Terra & Sky, woman's clothing with a focus on plus sized options
- Time and Tru, woman's clothing
- Wonder Nation, children's clothing
Other brands
- Athletic Works, activewear and athletic footwear for men, women, and children[2]
Major brands
Bettergoods
Bettergoods (stylized as bettergoods) was launched in 2024 as a higher-end line of grocery products, though still marketed as budget-friendly. The initial launch began with over 300 items aiming to show the speed with which Walmart could "bring trend and innovation to market at scale."[7]
Equate
Equate is a brand used by Walmart for consumable pharmacy and health and beauty items, such as shaving cream, skin lotion, over-the-counter medications, and pregnancy tests. The Equate brand was originally created by L. Perrigo Company in 1986[8] and was sold to Walmart in 1993.[9]
Additional brands
- Allswell, a luxury bedding and mattress brand owned by Walmart, but only sold direct to consumer[23]
- AutoDrive, car products[24]
- Beautiful, home decor; from Drew Barrymore
- Co Squared, a cosmetics brand owned by Walmart, but only sold direct to consumer[25]
- Concord, bicycles, ebikes, and related accessories[26][24]
Former brands
- 725 Originals was a brand at Walmart Canada that targeted teens. It was consolidated into the George label in 2010.[35]
See also
- Big-box store
- List of Amazon brands
- List of Target brands
- Niagara Bottling
External links
References
- Charisse Jones. Walmart launches four new clothing brands to compete with Amazon, Target USA Today, February 27, 2018, retrieved October 17, 2018^
- Walmart Inc. Form 10-K for the Fiscal Year Ended January 31, 2025 Walmart Inc., retrieved February 11, 2026^
- (Press Release) Walmart and Ellen DeGeneres Partner on New, Exclusive Fashion Line