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

walmart free assembly clothing
Free Assembly, a hip but popularly priced private label, makes its debut today. Walmart/Free Assembly

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.

@UpperEastRob robert.klara@adweek.com Robert Klara is a senior editor, brands at Adweek, where he specializes in covering the evolution and impact of brands.
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