As Apparel Retailers Struggle, Walmart Grabs for More Market Share With New Private Label Brand

Free Assembly is only the latest move in Walmart's bid to be a major fashion player

At a time when apparel brands such as Lucky, J. Crew and John Varvados are sliding into bankruptcy and analysts are forecasting the final chapter of the department-store era, Walmart has made yet another decisive grab for a share of the apparel segment. Earlier today, the big-box retailer announced the debut of a private-label brand called Free Assembly, available online and in 250 of the retailer’s brick-and-mortar locations.