Today, Walmart unveiled a significant transformation of one of its flagship fashion brands, No Boundaries, marking a pivotal moment in its private brand strategy. Valued at over $2 billion, this revamped brand is tailored for young adults, promising a fresh, contemporary assortment that resonates with the Gen Z demographic. This initiative comes just in time for the back-to-school and back-to-college shopping season, offering customers new styles, fabrics, and shapes—all while maintaining Walmart’s commitment to affordability.
To rejuvenate No Boundaries, Walmart has enlisted a dedicated design team specializing in Gen Z preferences, a first for the brand. This strategic move underscores Walmart’s intent to forge stronger connections with younger consumers through fashion-forward designs that emphasize fit, quality, and style.
Jen Jackson Brown, senior vice president of Walmart U.S. fashion brands, emphasized the significance of this refresh, stating, “Refreshing our private brand portfolio is critical to our fashion strategy as we evolve our assortment to resonate not only with our core customers but also the next generation of Walmart shoppers.”
The new No Boundaries collection, slated to launch on July 16 both in stores and online at Walmart.com, boasts a comprehensive lineup of 130 pieces spanning women’s clothing, intimates, men’s apparel, shoes, and accessories. Highlights include trendy silhouettes such as baggy fit jeans, drop shoulders, cropped tees, and oversized sweat sets, crafted from high-quality fabrics like seamless stretch and authentic denim. Notably, the brand introduces its first-ever plant-based bra pad, made from over 75% sugarcane, alongside a new sleepwear line.
Affordability remains a cornerstone, with 80% of the collection priced under $15 and many items available for as low as $5, including crop tees, short-shorts, and graphic tees. Furthermore, the brand has expanded its size range to be more inclusive, catering to a diverse array of body types.
Recognizing Gen Z’s penchant for self-expression, Walmart plans a multifaceted marketing approach, leveraging social channels and innovative platforms like Roblox. As part of its Walmart Discovered initiative on Roblox, No Boundaries will be featured in a curated selection by a Roblox creator, enabling users to purchase real-world outfits inspired by virtual experiences.
With these bold steps, Walmart aims not only to meet but also to exceed the expectations of the Gen Z audience, solidifying its position as a leader in accessible, on-trend fashion.
