Walmart opens Soho pop-up store to showcase private label fashion brands

9 articles · Updated · Barron's · Apr 29

The New York City location features Scoop and Free Assembly brands, plus merchandise tied to The Devil Wears Prada 2 movie, targeting higher-income shoppers during tax refund season.
Analysts say the move is part of Walmart’s three-pronged strategy to elevate merchandise, shopping experience, and fashion perception, with apparel now driving comparable sales growth for multiple quarters.
Fashion accounts for a mid-single digit percent of Walmart’s sales, but the initiative aims to boost revenue and brand cachet, following similar successes by Target and Amazon with private label fashion.

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