business news in context, analysis with attitude

Business of Fashion reports that Walmart is developing a basics clothing line designed “to rival the likes of Everlane … The yet-to-be named, direct-to-consumer apparel label will come out of the big box behemoth’s brand incubator,” and is likely to be sold primarily - or exclusively - through Walmart’s e-commerce site.

According to the story, “Andy Dunn, founder and chief executive of men's apparel brand Bonobos, which Walmart acquired in 2017 for $310 million, is leading the charge on the project in his role as svp of digital consumer brands.

“The new brand will be similar to San Francisco-based Everlane, which sells minimalist staples that start at $15 for a v-neck tee and scale up to $175 for a leather tote. However, Walmart's range will be geared more pointedly toward Gen Z and boast even lower prices. Bonobos designer Dwight Fenton is developing the line, although sources said much of the design and production will be outsourced to a third-party.”
KC's View: