Walmart introduces new sleepwear & intimates brand Joyspun

Global retailer Walmart has recently introduced a sleepwear and intimates brand called Joyspun. The affordably priced Joyspun range features over 300 styles of sleepwear, intimates, socks, hosiery and maternity wear.

The new brand will replace Secret Treasures, Walmart’s billion-dollar sleepwear and intimates private brand, which captures the largest customer base across the women’s intimates and sleepwear market in the US. One in five buyers purchased from Secret Treasures over the course of fiscal year 2022, shared Denise Incandela, Executive Vice President, Apparel and Private Brands, Walmart US in a statement released on Walmart’s website.

“To re-invent our longstanding sleepwear and intimates brand after decades in the market, we had to think and act differently. Operating more like a start-up, we approached building Joyspun like a contemporary brand, with in-house designers and one consistent point of view across the collection. The result is elevated quality, construction, fit and style at sharp price points that only Walmart can offer,” Incandela stated.

“The intimates category is undergoing a significant transformation, shifting to an era of inclusivity, body positivity and styles that prioritise comfort and confidence. At Walmart, we’re making a few big changes of our own as we continue to evolve and grow our fashion assortment to reflect these trends and create brands that resonate with our customers, helping them look and feel their best.”