Joyspun, Walmart’s New Intimates And Sleepwear Brand, Replaces $1 Billion Secret Treasures Line

Joyspun, Walmart’s New Intimates And Sleepwear Brand, Replaces $1 Billion Secret Treasures Line

Walmart has its eye on innerwear and sleepwear. A new brand, which launches today, is called Joyspun, and it features inclusive sizing. The products are shown on models representing a bevy of sizes, including plus sizes and maternity, and there’s diversity of skin colors and ethnicities. The goal of Joyspun is to embrace body positivity with styles that prioritize comfort and confidence.

Launching Joyspun is a bold move for Walmart, replacing the 23-year-old Secret Treasures line, which has been doing $1 billion in sales as a private brand.

The world’s largest retailer has introduced new brands such as Scoop and Love & Sports, which is designed by Milly cofounder Michelle Smith. Walmart even ran an ad in Vogue magazine’s November issue for Free Assembly, the brand overseen by designer Brandon Maxwell.

“We brought in a lot of external talent along with internal talent to shake things up,” said Denise Incandela, EVP of apparel and private brands, and the architect of Walmart’s
fashion strategy. “Also, it’s how we’re displaying those assortments because it has to happen together or else it falls flat.”

The brand is designed to fit customers of all shapes and sizes. Bras range in size from 34A to 46DDD and underwear ranges from XS to XXXL. Walmart’s new Be Your Own Model experience, where online shoppers can better visualize how clothing will look on them, can help customers shop Joyspun with even more confidence, Incandela said.

Joyspun offers more bra styles than Secret Treasures, including wire-free, unlined mesh, bralettes and flexible cups that mold to your figure. Underwear consists of thongs, cheekys, hipsters and hi cut bikini styles.

Luxe fabrics with high quality, soft, seamless microfiber and modal/spandex that offers Real-Lasting Softness, maintains its quality wash after wash, and is used throughout the collection. Elevated design details include lace patterns and on-trend prints. Customer favorites have been updated, including the top-rated sleep shirts and notch neck PJs that feature super soft fabrics, cohesive prints and beautiful lining details.

“The customer is responding in spades,” Incandela said. “There’s a lot of momentum. This is an exciting time especially as the customer is being squeezed. We take our mission of providing great quality and style at exceptional price points very seriously.”

Incandela said building the Joyspun brand was “a lot of fun,” from the new packaging to the joyful colors of products. “It’s also a re-imagination of the quality and aesthetic and the colors and prints and assortment overall that just pushed itself to elevate and modernize,” she said.

To re-invent its longstanding intimates and sleepwear brand after decades in the market, Walmart had to think and act differently. Operating more like a start-up, than the world’s largest retailer, Incandela and her team approached building Joyspun “like a contemporary brand, with in-house designers and one consistent point of view across the collection. The result is elevated quality, construction, fit and style at sharp price points that only Walmart can offer.”


Joyspun features fresh silhouettes, buttery soft fabrics, and modern style without the premium price tag, Incandela said. Available in stores and on, customers will discover more than 300 styles of sleepwear, bras, panties, socks, hosiery and maternity, priced between $7.98 for a super soft sleep shirt to $34.98 for a plush, quilted robe. Bras start at $11.98.

“Part of our strategy of expanding and elevating our assortment involves taking a fresh look at our private brand offerings and bringing in new exciting lines that reflect current trends and customers’ evolving tastes,” said Incandela. “We felt that it was time to take a fresh, modern look at our intimates category and bring in a brand that offers elevated fashionable and feel good intimates and sleepwear at sharp price points.”

Intimates, as a category is having a hot white moment. “We thought it was time to bring in a new intimates brand that included the brand DNA of inclusivity and positivity and better quality and elevated design,” Incandela said. “We altogether reimagined Secret
Treasures. It’s just a fresh, modern take on a category and brand that’s been around for a very, very long time.”

According to The NPD Group, Secret Treasures captured the largest customer base across the women’s intimates and sleepwear market in the U.S., with more than one-fifth of buyers purchasing the brand over the course of fiscal year 2022. In the U.S., Secret Treasures captured the highest share of wallet among women’s sleepwear brands in the 12 months ending January 2022, NPD said. In the U.S., Secret Treasure captured the second-highest share of wallet among women’s intimates and sleepwear brands, per NPD.

“Think of women’s apparel and inclusivity and positivity and joy,” said Incandela. “It’s our joyful re-imagination of Secret Treasures, which was beloved by our consumers. We felt like we could take her to Joyspun and attract a new customer with a more modern point of view. It’s launching just in time for the holidays. People love to buy sleepwear and slippers for the holidays.”

Incandela said Walmart cut its teeth on Free Assembly, an exclusive elevated collection that launched in 2021. “Now, we’re starting to replicate that model for multiple brands. We relaunched some of our brands five years ago and did not hit Secret Treasures,” Incandela said. “This one felt like it really needed a refresh more than others. We brought in our new exclusive elevated brands, Scoop, Free Assembly and Sophia Vergara and the opening price point brands Time and Tru and Terra
& Sky. It felt like Secret Treasures was the one that needed a look.

“I feel good about the portfolio now,” Incandela said. “We started thinking about this a year or a year and a half ago. We were appreciative of what was happening in the intimates space, with a D2C model and modern way of thinking about intimates. We challenged ourselves to remain true to ourselves so we felt more relevant to the consumer. We feel like it’s a big unlock for an extraordinarily large business within our fashion portfolio.”


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