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Walmart goes all in on boho style with new private label

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Walmart goes all in on boho style with new private label

Scenario will launch in all stores across five departments, representing one of the broadest category footprints in Walmart Fashion.

The retailer needed a new private label that could represent the evolving style of its consumers and believed a modern bohemian aesthetic would fill that need.

“Customer research showed nearly one in five women identified boho as one of their top style preferences, while none of our existing private brands were perceived as serving that aesthetic,” the company said in a statement.

The company tested the boho style within its other private label, Time and Tru — which drives $2 billion in sales annually — to gauge customer interest. The positive results led directly to the spinoff of the new Scenario brand, which stresses feminine details and offers pieces that are designed to mix and match.

Walmart has been expanding and updating its fashion strategy. The retailer released the trend-forward private brand Scoop in 2019. Two years later, the retailer announced that fashion designer Brandon Maxwell would be the creative director for the brand, along with Free Assembly, another private label.

Shoppers of those labels are now spending nearly twice per order than the average Walmart fashion customer, per the company.

“We’re seeing strength in fashion,” David Guggina, president and CEO of Walmart U.S. said on a recent second quarter earnings call with analysts. “In fashion, I’m really excited about some of our private brands, Scoop, Free Assembly. We’re seeing triple-digit comps in those areas.”

In the second quarter, Walmart Inc.



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