Leaving behind the old beauty standards, where women are pressured to look like unreachable figures, Walmart has just included in its catalog the Joyspun brand, whose business model is conceived to be inclusive and diverse, prioritizing comfort and confidence and safety.
Joyspun, a top brand of intimate sleepwear that is fresh and Moderna, will replace Secret Treasures, Walmart’s own brand that sells $3 billion, to capture an even larger customer base, with an open and positive view of human bodies.
Rethinking a Walmart flagship brand
To reinvent an already established and successful underwear brand, like Secret Treasures, Walmart had to start thinking differently and acting consequently, ceasing to look at the hegemonic body rules and the unachievable silhouettes that can cause anxiety and insecurities in those women who cannot reach them.
Joyspun features fresh silhouettes, butter-soft fabrics and a modern styles without the premium price tag on the items. It will be available in all its stores in the United States and on the walmart.com.
Customers will be able to discover a wide range of garments, from more than 300 styles of sleepwear, bras, panties, socks, hosiery, and maternity with prices between $7.98 for a super soft sleep shirt, and $34.98 for a luxurious padded robe. Bras start at just $11.98, a really incredible value compared to the industry standard.
All bodies included
The spirit of the brand starts from inclusion and positivity to adapt to all types of customers and all bodies. Now, no one will be left out because they can’t find a size that they like well. There are 18 size options for a favorite and pleasant fit. Subjects ranged in size from 34A to 46DDD and underwear ranged from XS to XXXL.
Bras are also diverse: wire-free, unlined mesh, bralettes and flexible cups that mold to your figure. The styles of underwear are: thong, cheeky, hipster and high-cut bikini.
“There’s no better time than now to introduce this brand, with the current macro trends in the market – the transformation in the intimates industry and these inflationary times when customers are looking for a better value – coupled with the approaching holiday season when sleepwear and intimates are popular gifts”, Walmart said in a statement.
“We’re proud of the work we’ve done to rebuild and refresh our market-leading sleepwear and intimates brand in a meaningful way to make it more relevant to a broad range of customers”, the company added.