For decades, Walmart has been the store of choice for millions of Americans. And while it’s long been a destination for essentials like food and housewares, the retail giant just launched a new line of products like nothing it’s released before. This week, Walmart just announced the launch of a brand-new fashion line that was two years in the making.
On Sept. 21, the company debuted Free Assembly, a men and women’s label that will offer “elevated style essentials at an incredible value.” The starting fall collection, which is already available for sale, includes more than 30 items for women and 25 items for men that are all priced between $9 and $45.
The new in-house line, which is headed by former Bonobos executive Dwight Fenton, aims to be a play in the retailer’s successful private label business that will provide a high-quality product while staying below a $50 price tag, Yahoo! Life reports. “I’ve had a front-row seat to the transformation happening in Walmart’s fashion business,” Fenton, who has also designed for major brands such as J.Crew and Old Navy, told Yahoo! “What’s been missing is a brand that offers modern essentials, so we set out to build that brand.”
The new Walmart fashion line will set itself apart by offering clothing that is as “timeless as it is versatile, with wardrobe staples that are easy to mix, layer and assemble freely,” Denise Incandela, senior vice president of women’s group and elevated and online brands for Walmart, said in a statement.
But what kind of deals can customers expect? “What I’m most proud of though is the $40 organic selvedge denim that retails at an incredibly low price,” Incandela said. “Customers are going to be wowed by the style, quality, and fit of these pieces for the value.”
Free Assembly may be a new look for Walmart, but it’s not the company’s first foray into expanding its fashion reach. Recent acquisitions brought popular brands Shoebuy and Modcloth to the company’s sartorial arsenal, as well as a strategic partnership with clothing “re-commerce” site thredUP. And for more ways to make your house look as good as you do with one-stop shopping, check out 20 Amazing Home Decor Items From Walmart.
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