Free Assembly is Walmart's newest private label clothing brand, developed by its in-house design team and marketed as an "elevated" modern fashion brand. It includes wardrobe staples such as jeans and easy-to-layer tops, as well as dresses and jackets. The collection has a total of 55 pieces, including clothing for men and women. As Walmart works to duplicate the success of rivals Target and Amazon in the fashion category, the retailer is sticking to its low price philosophy: Free Assembly's pieces are priced between $9 and $45.
Denise Incandela, Walmart's senior vice president of elevated and online brands, said in a statement that the launch of Free Assembly demonstrates how dedicated the big box retailer is to becoming a bonafide "fashion destination..."