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Prabal Gurung launches new line with Walmart

By Kristopher Fraser

Sep 28, 2020

Retail

Prabal Gurung has partnered with Walmart's e-commerce site for a new label called Impower. Masks will be the first products that are part of this new venture. The masks debut online today, and a portion of proceeds will go toward the Center for Disease Control to help with relief efforts for the coronavirus pandemic.

Gurung has also launched the @impowerus Instagram account, and will be using his social media presence to help promote the new brand and products. The holiday collection for the brand is already in the works, and fashion accessories are expected to be part of the next rollout.

Currently, Impower is only available via Walmart's e-commerce channels, but Gurung is hoping to get it into Walmart's physical stores as well. Gurung wanted to partner with Walmart because he was impressed by both their distribution reach (the retailer delivers to 27 countries) and how the retailer mobilized for coronavirus efforts during the height of the pandemic.

Impower will be made in the U.S.A. produced by Olivet, a 40-year-old company currently focused on sustainability. The line will allow Gurung to reach more mass market consumers, versus his namesake label which caters more to a luxury clientele. This isn't the first time Gurung has collaborated with a mass market retailer either. His Prabal Gurung for Target collection sold out in record time.

photo: via walmart.com