Walmart has given its intimates and sleepwear brand a modern makeover. The collection will go by the name “Joyspun.”
Joyspun replaces Walmart’s “Secret Treasures” line, which lasted two decades. Joyspun will offer similar items including a variety of sleepwear, bras, panties, socks, hosiery, and maternity.
“It’s a white-hot moment for the intimates category,” Walmart U.S. executive vice-president Denise Incandela said in a statement.
“We wanted to take our leading brand, which was Secret Treasures, and reimagine it to offer the quality and elevated prints and premium design details, as well as a new brand name and colors and packaging and modernize in a way that brings us into the future,” Incandela added.
Sleepwear has recently become increasingly popular due to consumers having more “disposable income” for “luxury clothing such as gowns and camisoles,” according to a sleepwear market report in 2021.
Sales for these items have increased 52% since 2019 and 15% alone since the beginning of 2021, according to the NPD Group.
Lounge fashion has also become more popular after influencers like Kim Kardashian launched her loungewear brand “SKIMS” in 2019.
Secret Treasures brought in $1 billion in sales in 2021, according to The NPD Group.