Walmart (NYSE:WMT) announced on Thursday that it will relaunch its private-label fashion brand, ‘No Boundaries,’ specifically targeting Gen Z customers. This move aims to compete with rivals and cross-sell products to a younger demographic.
Set to launch in July, the revamped ‘No Boundaries’ line will feature items popular with Gen Z, such as oversized tees and baggy jeans. Denise Incandela, executive vice president of fashion at Walmart U.S., revealed this at a conference in New York. The brand already generates $2 billion in annual sales for Walmart.
The new collection will include 130 items spanning men’s and women’s wear, intimates, shoes, and a plant-based bra with pads made from 75% sugarcane, according to a Walmart spokesperson. Additionally, 80% of the products will be priced below $15, with some items, like printed tees, shirt tail dresses, and short shorts, priced as low as $5.
“We are going after this Gen Z target market in a big way,” Incandela stated at the CommerceNext conference in New York. The launch will be supported by a significant marketing push on platforms like TikTok, Roblox, and Instagram. Incandela highlighted that 80 million Gen Z users spend about two hours daily on Roblox, presenting a valuable opportunity to connect with this group.
While Walmart’s core customer base is generally older than Gen Z (born between 1997 and 2012), the company has been attracting new demographics due to its strong presence in the grocery sector. With shoppers focusing on food and essentials amid high inflation and interest rates, Walmart’s annual sales have reached new records.
As more Gen Z customers come to Walmart for everyday items like shampoo and bananas, the company sees an opportunity to cross-sell additional products. “We feel we are uniquely positioned to win with Gen Z because of our price points,” Incandela said.
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Author Stephanie Bédard-Châteauneuf 
