What: Walmart is making moves to expand its roster of private label brands and announced the launch of Love & Sports, its new activewear and swim brand created in partnership with designer Michelle Smith and cycling instructor Stacey Griffith. Starting with activewear, the collection is rolling out 1,500 Walmart stores, with swim slated to arrive in the next few days and footwear and accessories slated for the fall. All items in the collection are priced between USD $12 and USD $42.

Why it is important: The launch into women’s activewear marks Walmart’s latest effort to expand its roster of private label brands, an increasingly popular move among major retailers.

Women’s private label activewear brands made up 40% of the market in 2021, according to Matt Powell, NDP’s VP and senior industry advisor for sports. And private label activewear was 28% of the activewear market, representing the largest share in this category.

Walmart launches activewear collection