"During a recent New York Fashion Week, a wood-paneled boutique popped up in SoHo next to Louis Vuitton and Bottega Veneta. On the racks were tailored, wide-leg jeans and simple black Henley dresses that signaled understated elegance. But unlike those of neighboring boutiques, the clothes weren't from a storied European maison de couture. They were some of the newest collections from Scoop and Free Assembly, two brands led by Brandon Maxwell, creative director at the House of Walmart."
"The pop-up-which featured items priced between $8 and $75-was part of the Bentonville, Arkansas-based retailer's strategy to get its products in front of urban shoppers who might not be familiar with its growing array of fashion-forward budget brands. The SoHo stint was just one of the ways chief merchant Latriece Watkins- a 25-year veteran of the company who joined the C-suite in 2023-is positioning Walmart to appeal to a broader spectrum of shoppers."
A wood-paneled boutique appeared in SoHo during New York Fashion Week beside Louis Vuitton and Bottega Veneta, displaying tailored wide-leg jeans and simple black Henley dresses. The collections came from Scoop and Free Assembly, brands led by Brandon Maxwell, creative director at the House of Walmart. Prices ranged from $8 to $75. The pop-up was part of a Bentonville strategy to introduce fashion-forward, budget brands to urban shoppers unfamiliar with Walmart's apparel offerings. Chief merchant Latriece Watkins, a 25-year company veteran who joined the C-suite in 2023, is steering efforts to refresh and elevate Walmart's fashion brands.
Read at Fast Company
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