Walmart launches four new private label clothing brands

Walmart, the nation's largest retailer, has been facing tough competition lately from none other than Amazon. To continue competing with the growing retail giant, Walmart is turning its attention to its apparel business. In terms of apparel, Amazon's secret to success has been their private label business. Walmart has taken note of this, and in an effort to give Amazon a run for its money, they have added four new private label brands to their apparel department.

The four lines, with prices between 5 and 30 dollars, will be available beginning Thursday. While clothing has never been a big focus of Walmart's business, this year they are working to amp up their presence as a trendier retailer for apparel and home design. Although the Walmart customer isn't a high fashion type of girl, she still wants to look good.

Walmart expands private label business

“We listened to our customers and are proud to deliver apparel choices that meet at the intersection of everything they desire: on-trend styles, comfort and quality, all at unbeatable prices,” said Deanah Baker, senior vice president of apparel, Walmart U.S., in a statement. “These new brands are a thoughtful reflection of current trends and styles, while considering our customers’ busy, on-the-go lifestyles.”

The four new brands Walmart will be carrying include Time and Tru for women, Terra & Sky, for plus-size women, Wonder Nation for children, and George for men. The company also plans on overhauling its website to focus on more of their fashion and home design offering.

While clothing and home goods only accounted for 9 percent of Walmart's business in 2017 according to a Securities and Exchange filing, Walmart intends to grow those categories into the double digits this year.

Rival Amazon has been seeing strong success with their private label business. They have also begun testing a clothing subscription service called Prime Wardrobe.

The two companies will continue to go head-to-head as competition for who will be America's largest retailer gets more fierce.

photo: via Walmart.com