: Walmart launches private-label clothing brand Free Assembly

“We designed Free Assembly to be a modern fashion essentials clothing brand,” Fenton said in a Q&A posted on the Walmart website. “We wanted to design a brand that anyone could see themselves wearing.”   

See: Walmart aims for zero emissions by 2040

The collection includes a $45 blazer, $40 organic selvage denim and a $30 parka. In total, there are 30 items for women and 25 for men, all priced between $9 and $45.

Other private-label brands in Walmart’s portfolio include Terra & Sky and EV1 by Ellen DeGeneres, a line created in partnership with the celebrity talk show host.

In addition to Bonobos, Walmart went on a shopping spree a few years ago, acquiring a number of digitally-native fashion sites, among them outdoor retailer Moosejaw and women’s apparel company ModCloth. It has since sold off or made cuts to some of those acquisitions.

In May, Walmart announced a partnership with secondhand retailer ThredUp.

The latest Walmart announcement comes on the heels of Amazon.com Inc.’s AMZN, -2.06% latest fashion launch, Luxury Stores, a platform for high-end labels that was introduced with fashion brand Oscar de la Renta.

Walmart stock is up 0.5% in Monday trading and has gained 14.4% for the year to date. The Dow Jones Industrial Average DJIA, -2.97% has tumbled 6% for 2020 so far.