Walmart is rolling out a handful of new apparel brands at low prices and will phase out some of its older brands as a result, a source familiar with those plans confirmed to CNBC.
The revamped clothing lines will include Time and Tru for women, Terra & Sky for plus sizes and Wonder Nation for kids, said the source, who requested anonymity because the information has not yet been released by the company.
The existing brand known as George, which Walmart incorporated from its British unit Asda, will be reconfigured to sell only items for men.
Current labels such as Faded Glory, White Stag and Just My Size will be pulled from shelves. Some of those items will still be available online, though.
Bloomberg first reported the news Friday morning.
As it announced late last year, Walmart is also redesigning its website with a focus on home goods and fashion, which will include merchandise from Hudson’s Bay-owned Lord & Taylor. The department store chain’s flagship shop on Walmart.com is set to be unveiled later this spring.
Competition in the apparel industry is growing more intense, particularly among Walmart, Target and Amazon.
Target has been investing heavily in its private-label brands and within the past year has launched A New Day for women, JoyLab for athletic apparel, Goodfellow & Co. for men and Universal Thread for denim.
Amazon has been doing more of the same, albeit quietly, though most of its success in fashion thus far stems from selling basic items, such as underwear and t-shirts. A new report from Coresight Research (formerly Fung Global Retail & Technology) found that the e-commerce behemoth is increasingly a force to be reckoned with in the apparel industry and is stealing share from Target, Macy’s and J.C. Penney.
In acquiring Modcloth, Bonobos and Moosejaw, Walmart has started to accumulate a house of established apparel brands under its name. Now it’s looking to refresh its own suite of labels to accompany them.
Items from Time and Tru, Terra & Sky and Wonder Nation are already available online.
Walmart is scheduled to report fourth-quarter earnings on Tuesday.
Shop White Stag
The White Stag brand was originally introduced in 1931 by Oregon’s Hirsch-Weis Manufacturing Company. The parent company began manufacturing downhill ski apparel under the label just as skiing was becoming popular in the United States. Within a few years, White Stag had attracted an avid customer base, so the company expanded the line to include other types of sportswear. By 1956, athletic apparel was Hirsch-Weis’ top-seller, and the company officially changed its name to White Stag. The manufacturer merged with the Warner Brothers Company–which later changed its name to Warnaco, Inc.–in 1966. Following a hostile takeover by a former Warnaco executive in 1986, the company underwent some major reorganization. In 1992, Warnaco’s activewear lines were spun off into a new company called Authentic Fitness Corporation. Warnaco became overwhelmed by debt by the end of the 20th century, however, and it filed for bankruptcy in the year 2000. After emerging from the proceedings, Warnaco sold the White Stag label to Walmart in 2003.
Today, White Stag is a Walmart exclusive brand of women’s clothing and footwear. After being founded in Arkansas in 1962, Walmart quickly grew into the top discount retailer in the country. It later expanded internationally and is now the largest company in the world by revenue. Walmart operates more than 11,000 stores in 27 countries, and it sells major name brands alongside its exclusive brands like White Stag.
Walmart’s White Stag collection for women features casualwear in a number of different categories. Tops include tees, crewnecks, blouses, tanks, tunics, button-down shirts, peasant tops, and sweaters. Pants are designed to accentuate comfort, and they include pull-on pants, dress pants, and chinos. The brand also makes an assortment of capris and shorts in different lengths and colors. Most of these bottoms are made from stretchy material and feature elastic waistbands. Jeans, jeggings, and leggings are also available in different styles.
The selection of White Stag loungewear includes sleep gowns with floral prints and sleepshirts in a range of colors and patterns. Sleepwear sets pair shirts and pants, and breakfast robes provide a modest option for you to slip on over skimpier pajamas in the morning. Athletic apparel–including shirts, pants, and tanks–is available in a number of styles for comfortable activewear. In addition to its assortment of clothes in regular sizes, the brand also has plenty of plus-sized apparel so that it can suit as many women as possible. Footwear is relatively limited, but it includes casual shoes that are optimized for comfort.
Even though Walmart has continued the longstanding legacy of White Stag by transforming it into a house brand, the clothes that are available under the label today are much more generic than the niche apparel that once made up the bulk of the collection. Clothes are made to appeal to as wide an audience as possible, and the brand is especially popular among individuals who prefer the convenience and comfort of stretchy material and elastic. Rather than focusing on activewear like the brand did originally, most of the clothes today are intended for regular casualwear, and some of the pants and tops are actually dressy enough to wear to work. Price absolutely influences the appeal of White Stag. Almost nothing from the collection is priced above $20, and many options are much cheaper than that. We give White Stag 3.5 stars out of 5.