Walmart gives a new name to $1B intimates and sleepwear line

Walmart is revamping its top intimates and sleepwear brand. The retailer is replacing its Secret Treasures brand with a new line under the Joyspun name. Secret Treasures rang up $1 billion in sales last year. “It’s a white-hot moment for the intimates category,” said Denise Incandela, executive vice president of apparel and private brands at Walmart U.S. “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.”

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