Walmart Resurrects ‘Scoop’

Over the past year-and-a-half, Walmart has significantly expanded the fashion assortment on With the addition of more than 600 brands, including new exclusive brands from Sofia Vergara and Ellen DeGeneres, and 150 premium fashion brands, the team is working hard to make Walmart a fashion destination.

Starting today, Denise Incandela, Head of Fashion, Walmart U.S. eCommerce announced on the Walmart blog, “I’m thrilled to announce we’re helping customers build “The Ultimate Closet” with the exclusive relaunch of Scoop as Walmart’s private brand for fashion-forward customers. Long considered a pioneer in boutique shopping, Scoop was beloved by fashionistas and celebrities on the hunt for up-and-coming designers or that perfect piece to complete their look. Today, the Scoop brand for Walmart offers a curated collection of more than 100 trend-inspired styles that are size-inclusive and incredibly affordable. Prices range from $15 for a graphic tee to $65 for a car-length teddy coat.”

She went on to say.

“I’ve been personally involved in the development of this brand, alongside Scoop founder Stefani Greenfield, and I continue to be wowed by the value of these covetable and collectible items. I think our customers will also be amazed by the elevated details that typically come at a more premium price, like certified vegan leather and faux fur, fully lined outwear, unique denim washes and trim – including side-taping, metal studs and double needle-top stitching – and exceptional shoes and handbags.

We’ve worked hard to ensure Scoop honors its original vision to offer the “best-of-the-best” in fashion each season and empower customers to build “The Ultimate Closet,” and have even expanded on this legacy by offering the collection at super affordable prices. Customers can shop the full collection now at Items will arrive in select Walmart stores early next year.”

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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.