Walmart today announced another Private Brand launch in its continuing effort to grow its Private Brands. This on the heels of its Great Value redesign and relaunch creates more pressure on national brands and significant shifts to the growing Walmart Private Brand portfolio. As the Walmart Private Brand strategy unfolds it will be interesting to see the extent to which it becomes a portfolio restructuring and optimization.
The new brand is Your Zone a new home furnishings collection for teens.
According to the press release:
“Your Zone provides a platform for teens to create their own space and express their evolving personality, for less,” said Linda Hefner, executive vice president of Home at Walmart. “The Your Zone collection further strengthens our branded product offering. Teens love the fun products, and Moms love the unbeatable prices.”
Bedding is available in bright, fun patterns and reversible solids, and includes comforter sets priced from $28 to $40, sheet sets from $12 to $24, and window treatments for under $15. Interchangeable rugs, pillows and throws are also available to personalize the look, along with bulletin boards, display shelves, and other accessories. Furniture and lounge seating will arrive in stores in late spring to round out the collection.