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Walmart Hopes Two New Brands Will Lure Back-to-School Shoppers

The retailer is trying to position itself as an accessible destination for fashion

Kids modeling clothes that Walmart will offer — Tween brand Justice is among the new additions.Walmart

As 56 million American students prepare to go back to school—resulting in a projected $33 billion in spend—Walmart is touting two new brands to appeal to kids and parents alike: Justice and Bubble.

In a blog post, Denise Incandela, evp of apparel and private brands at Walmart U.S., called Justice a “beloved tween brand” that will bring its “fresh, trend-inspired designs to 2,400 Walmart stores and Walmart.com.” The brand is also dropping a new collection with 140 items spanning fashion, accessories, backpacks, bedding and bath.