Walmart expands fashion portfolio with Free Assembly


September 21, 2020 | By RetailME Bureau

Global retailer Walmart expands fashion portfolio with Free Assembly, a modern and stylish fashion brand that offers incredible value.

“I’m thrilled for customers to discover Free Assembly. I’m confident that this new brand will quickly become an essential part of their everyday wardrobe – for today, tomorrow and years to come,” stated Denise Incandela, SVP Women’s Group, Elevated and Online Brands, Walmart.

“With Free Assembly, we have a vision to create a new kind of brand that would entice any fashion shopper. So, we’ve built an in-house fashion design team with decades of experience designing for modern American brands known for mass appeal. Led by industry veteran, Dwight Fenton, whom I’ve had the pleasure of working closely with on the development of this new brand, our talented design team created Free Assembly from the ground up – everything from the brand concept to fabric selection, to product attributes and fit to eco-friendly denim washes and the manufacturing process. It was a huge task that started two years ago, and I’m blown away by the final product,” she added.

As Walmart expands fashion portfolio with Free Assembly, it is noteworthy how the retailer has introduced several “exclusive and elevated brands” over the years. It offers 1,000 apparel brands as part of its online mix. Walmart also forayed into the fashion resale segment through its partnership with thredUP, a resale platform for fashion and accessories at mass-market prices. Customers are able to shop over 750,000 pre-owned items across women’s and children’s clothing, accessories, footwear and handbags on Walmart.com.

“Through our ongoing strategy of expanding our assortment for our customers, we’ve shown that we’re serious about establishing Walmart as a fashion destination. And, now we’re doubling-down to offer customers something they couldn’t find at Walmart before – a fashion essentials-inspired brand for both men and women created by our in-house design team,” Incandela concluded.

 

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