Walmart Revamps No Boundaries Brand for Gen Z

• Walmart will relaunch the No Boundaries fashion brand on July 16, targeting Generation Z with a revamped, size-inclusive collection featuring trendy, affordable pieces.
• The reintroduced line, designed with Gen Z input, will be promoted via social channels and Walmart Discovered experiences, aligning with Walmart’s strategy to attract younger customers and expand its private-label offerings.

Walmart will reintroduce No Boundaries fashion brand in stores and online on July 16. Targeting young adults, the No Boundaries line has been overhauled with input from its Generation Z-focused design team according to an announcement on Thursday (June 13).

Jen Jackson Brown, Senior Vice President for Walmart U.S. fashion brands stated in their release. Refreshing private brand portfolio is essential to Walmart’s fashion strategy as we aim to meet both current customers and attract a whole new generation of Walmart Shoppers through an expanded offering.

Walmart recently hired its inaugural design team dedicated solely to No Boundaries brand refresh, per release.

This line offers 130 size-inclusive pieces inspired by casual trends and weekend wear, according to its release. Eighty percent of items cost less than $15 with many being available for as little as $5.99 each.

The revamped No Boundaries collection will be made available across social channels, with Walmart Discovered experiences such as Roblox offering users the ability to purchase real world outfits while unlock virtual twins according to press reports.

Walmart sees an immense opportunity in reaching Gen Z customers with fashion at unbeatable prices,” noted Brown in the release. With more than 145 million U.S. customers shopping with them weekly both offline and online, No Boundaries was designed and promoted specifically with this in mind – by offering fits, fabrics and styles tailored specifically for them.

Walmart was reported in February 2023 as aggressively marketing private label goods to consumers as suppliers continued raising prices. Store brands Great Value and Equate compete with products manufactured by giants such as Procter & Gamble and Unilever, respectively.

Walmart expanded their private-label offerings this April with the debut of “chef-inspired” food brand bettergoods – its largest food rollout for 20 years and coming as other retailers explore private label goods further.