Walmart Introduces Joyspun

The intimates category is undergoing a significant transformation, shifting to an era of inclusivity, body positivity, and styles prioritizing comfort and confidence. At Walmart, they are making a few big changes as they continue to evolve and grow the retailers fashion assortment to reflect these trends and create brands that resonate with Walmart customers, helping them look and feel their best.

This week Walmart introduced Joyspun, an elevated sleepwear and intimates Retail Brand (private brand) that’s fresh and modern. Joyspun will replace Secret Treasures, Walmart’s billion-dollar sleepwear and intimates private brand, which captures the largest customer base across the women’s intimates and sleepwear market in the U.S., with one in five buyers purchasing the brand over the course of fiscal year 2022.

To re-invent Walmart’s longstanding sleepwear and intimates brand after decades in the market, the Walmart team had to think and act differently. Operating more like a start-up, they approached building Joyspun like a contemporary brand, with in-house designers and one consistent point of view across the collection. The result is elevated quality, construction, fit and style at sharp price points that only Walmart can offer.

Joyspun features fresh silhouettes, buttery soft fabrics, and modern style without the premium price tag. Available to shop October 24th in stores and on, customers will discover over 300 styles of sleepwear, bras, panties, socks, hosiery and maternity priced between $7.98 for a super soft sleep shirt and $34.98 for a plush, quilted robe. Bras start at just $11.98 – a truly incredible value compared to the industry standard.

New style enhancements include:

  • More bra styles (wire-free, unlined mesh, bralettes and flexible cups that mold to your figure) and underwear styles (thong, cheeky, hipster and hi cut bikini)
  • Luxe fabrics with high quality, soft, seamless microfiber and modal/spandex that offers Real-Lasting Softness that maintains quality wash after wash
  • Elevated design details, like feminine lace patterns, on-trend colors and prints and beautiful lining details
  • Upgraded customer favorites, including the top-rated sleep shirts and notch neck PJs that feature super soft fabrics, cohesive print stories and more beautiful lining details

The brand DNA embodies inclusivity and positivity to fit all types of customers and body types, with 18 size options for a flattering, feel good fit. Bras range in size from 34A to 46DDD and underwear ranges from XS to XXXL.

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By Published On: October 24th, 2022Tags:

About the Author: Christopher Durham

Christopher Durham is the president of the Velocity Institute. Prior to this he founded the groundbreaking site My Private Brand. He is the co-founder of The Vertex Awards. He began his retail career building brands at Food Lion and Lowe’s Home Improvement. Durham has worked with retailers around the world, including Albertsons, Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro Canada. Durham has published seven definitive books on private brands, including Fifty2: The My Private Brand Project and Vanguard: Vintage Originals.

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