General

Walmart Is Reportedly Creating an Everlane Rival Brand Targeting Gen Z

Its products will sell at a much lower price, though

walmart-content-2018 — Walmart's purported Everlane rival is under development. Getty Images

Walmart’s ecommerce strategy appears to be shifting from acquiring brands that appeal to millennials to creating an in-house brand targeting Gen Z.

According to a Business of Fashion report, Walmart is developing its own in-house basics online-only brand that emulates Everlane, but at a lower price point. Andy Dunn, the founder and CEO of Bonobos—which Walmart acquired in 2017 for $310 million—who has also assumed the role of svp, digital consumer brands at Walmart ecommerce, is in charge of developing the new brand.

Everlane is known for basic, mid-end clothing, like T-shirts starting at $15 and $100 cashmere sweaters, a somewhat higher price range than retailers like Target.