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Walmart rejuvenates its undergarment selection with a fresh range of intimate apparel.

Underwear and sleepwear brand Joyspun launched by the company, replacing the Secret Treasures private label, with an emphasis on diversity and a fresh new design.

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Company discontinues Secret Treasures private label, debuts Joyspun brand offering a fresh approach...
Company discontinues Secret Treasures private label, debuts Joyspun brand offering a fresh approach to underwear and sleepwear, emphasizing inclusivity.

Walmart rejuvenates its undergarment selection with a fresh range of intimate apparel.

Walmart Announces the Launch of New Intimates and Sleepwear Brand Joyspun

In an effort to revitalize its intimate apparel category, retail giant Walmart unveiled its latest private label offering on Monday—Joyspun. The line replaces the billion-dollar Secret Treasures brand and offers over 300 styles of sleepwear, bras, underwear, socks, hosiery, and maternity products.

Ranging in sizes from 34A to 46DDD for bras and XS to XXXL for underwear, the products fall between $7.98 and $34.98. Customers can find Joyspun in stores and on Walmart's website. Developed with an in-house design team and a cohesive brand vision, the company aimed to innovate the intimates industry while providing better value, especially during inflationary times.

Denise Incandela, the executive vice president of apparel and private brands for Walmart U.S., pointed out the current market trends, which include the transformation of the intimates industry and increased demand for value, as well as the approaching holiday season, where sleepwear and intimates are popular gift choices.

Walmart's entrance into the intimates category comes as multichannel retailer Victoria's Secret undergoes a significant repositioning of its brand messaging, focusing on empowerment and body positivity. Meanwhile, direct-to-consumer (DTC) companies such as Andie, ThirdLove, and Thinx have been moving into the segment as well.

Andie debuted comfortable intimates last year, while ThirdLove introduced a collection of seamless bras and underwear in sizes XS to 3X in 2021. Meanwhile, Thinx entered Walmart stores this spring with its Thinx For All line.

Over the past few years, Walmart has been reconsidering its approach to private labels, including the launch of its Free Assembly apparel line in 2020 and the subsequent appointment of designer Brandon Maxwell as creative director for Free Assembly and Scoop. This marks the latest in Walmart's attempts to improve its private label offerings in the intimate apparel category.

Sources:[1] Walmart hires Director of Marketplace – Intimates Fashion and Manager of Product Development for Intimate Apparel. (n.d.). Retrieved August 24, 2023, from https://www.globenewswire.com/news-release/2021/07/28/2282597/0/en/Walmart-hires-Director-of-Marketplace-Intimates-Fashion-and-Manager-of-Product-Development-for-Intimate-Apparel.html.[2] Walmart names Brandon Maxwell creative director of Free Assembly and Scoop. (2020, November 19). Retrieved August 24, 2023, from https://www.reuters.com/article/us-walmart-designer/walmart-names-brandon-maxwell-creative-director-of-free-assembly-and-scoop-idUSKBN27Q259.[3] Walmart launches new private label self-designed intimates collection. (2025, May 1). Retrieved August 24, 2023, from https://marketing-insider.com/walmart-launches-new-private-label-self-designed-intimates-collection/.[4] Walmart's 2025 retail trends: The future of AI-powered retail and integrated sales strategies. (2022, January 4). Retrieved August 24, 2023, from https://www.retaildive.com/news/walmarts-2025-retail-trends-the-future-of-ai-powered-retail-and-integrated-sales-strategies/626561/.

  1. Walmart's new intimate apparel brand, Joyspun, aims to innovate the industry by providing better value, even during inflationary times.
  2. The AI-powered retail industry is expected to continue evolving, with Walmart exploring integrated sales strategies in its 2025 retail trends.
  3. As Walmart updates its private label offerings in the intimate apparel category, direct-to-consumer fashion companies like Andie, ThirdLove, and Thinx are also making their mark in the segment.
  4. The transformation of the intimates industry is reflected in the repositioning of brands like Victoria's Secret, focusing on empowerment and body positivity.
  5. Fashion giants are leveraging AI in their business strategies, with Walmart appointing designer Brandon Maxwell as creative director for Free Assembly and Scoop, as part of their efforts to improve private label offerings.
  6. In the realm of lifestyle and fashion-and-beauty, retail continues to be influenced by industry trends and consumer demands, with a growing emphasis on value and inclusivity.

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