Walmart Launches In-house Clothing Brand Free Assembly In USA

Walmart has launched a new in-house clothing brand for modern assembly. Named Free Assembly, the brand has been designed by fashion connoisseur Dwight Fenton.
Vaibhavi Mishra
By: Vaibhavi Mishra Updated: Sep 21, 2020 19:55 IST
Walmart Launches In-house Clothing Brand Free Assembly In USA
The new line aims at providing high-quality fashion apparel at affordable prices

Walmart has announced its modern fashion essentials brand, Free Assembly in American market, which brings on the platter stylish yet comfortable collection of apparel for both men and women. The brand will make its debut this week and will be available online in 250 Walmart stores. 

The brand took nearly two years for rolling out on the red carpet and offers “high-quality pieces" slated at incredible and affordable prices for fashion enthusiasts.  “With Free Assembly, we had a vision to create a new kind of brand that would entice any fashion shopper,” shares Denise Incandela, the senior vice president of Walmart's women's group, elevated and online brands. She further claims the new line to be “a very versatile brand.”

The 55 piece collection has been designed by Dwight Fenton, famed for having worked with reputed fashion brands including Bonobos, J. Crew, Vineyard Vines and Old Navy. Confident on Fenton's work, Walmart claims that Free Assembly will “give the customers more of what they want – quality, stylish and accessible fashion.”

The fall collection includes items such as a chunky sweaters and corduroy wide-leg pants for women, and a flannel button-down for men, priced from USD 9 to USD 45. Though the brand hasn't launched accessories and apparels for kids, as of yet, it plans on doing so soon.

Setting Foot In The Fashion Industry 

It isn't the first time when Walmart is trying to set its foot in the glamorous fashion industry. The international brand has been trying to transform its image from the go-to destination for groceries and home essentials to the ultimate store that caters to all the needs of consumers. 

From acquiring famous fashion brands to roping in high-profile celebrities including Ellen DeGeneres and Sofía Vergara, Walmart seems to be on a spree of marking its territory in the fashion world.

It even debuted four new private-label lines for women, men, and kids, two years ago and signed up a deal with ThreadUp, the second-hand seller of apparel, shoes and accessories, to offer higher-end brands on a budget.

“Through our ongoing strategy of expanding our assortment for our customers, we've shown that we're serious about establishing Walmart as a fashion destination,” admits Incandela. 

To think that Walmart hasn't carved a niche in the sector, would be far from the truth. Against the backdrop of falling economy, when reputed brands had their shutters pulled, Walmart seems to be sailing smooth. 

In fact, some experts even suggest approximately 10% surge in the demand of fashion apparels, only next to Target, which has the number hitched at 20%. Though, as of now, clothing makes up less than a tenth of Walmart's sales, the brand aspires to attract a lot more fashionistas in the coming future.

Walmart Fashion in India 

When Walmart CEO Doug McMillon paid a visit to India last year, he expressed his bullishness on the fashion sector here, especially after noting the profits that the Fashion portfolio brings to behemoths such as Flipkart (that is run by Walmart in India) and Big Bazaar. 

However, in India Walmart is currently playing big with its usual grocery segment, but now that the American retailor has marked its name in the fashion sector back home in the States, how it penetrates the same in the Indian fashion market is yet to be seen.

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A multi-media journalist and writer, Vaibhavi views the world as one big piece of poetry. Time and again she tries to capture this poetry through words, as well as, the lens. She loves to explore the depth of human psyche, philosophy, cultures, and oceans! Carrying forward this quest for exploration she reports on various beats ranging from tourism, culture, art, social issues, business, market trends, science and environment to technology. For her, the life mantra can be summarised with the catchphrases, “Hakuna Matata” and “Carpe Diem”.