Walmart launches sleepwear and intimates brand Joyspun

By

Jennifer Braun

Published
Oct 25, 2022

Walmart announced on Monday the launch of a new modern brand of elevated sleepwear and intimates. 

Dubbed 'Joyspun', the brand was built with in-house designers and features over 300 styles of sleepwear, bras, panties, socks, hosiery and maternity in fresh silhouettes, buttery soft fabrics, and modern styles. Elevated design details include feminine lace patterns, and on-trend colors and prints.

Items are affordably priced between $7.98 for a super soft sleep shirt and $34.98 for a plush, quilted robe, while bras start at just $11.98. Meanwhile, the brand embodies inclusivity and positivity to fit all types of customers and body types, with 18 size options. Bras range in size from 34A to 46DDD and underwear ranges from XS to XXXL.

The move comes as the intimates category has seen a significant transformation in recent years towards inclusivity, body positivity and styles that prioritize comfort and confidence.

Joyspun will replace Secret Treasures, Walmart’s billion-dollar sleepwear and intimates private brand, which captures the largest customer base across the women’s intimates and sleepwear market in the U.S. In fact, one in five buyers have purchased the brand over the course of fiscal year 2022.

“We’re excited for customers to experience the difference for themselves,” said Walmart, in an online statement.

“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.”