Walmart announced plans to relaunch “No Boundaries,” a 30-year-old private label brand often abbreviated as “NOBO,” with broader assortments, elevated styling and more planned marketing muscle to capture a larger share of Gen-Z’s wallet.

“We are going after this Gen Z target market in a big way,” Denise Incandela, EVP of fashion at Walmart U.S., said Thursday at the CommerceNext conference in New York, according to Reuters. No Boundaries’ annual volume is about $2 billion.

Launching in stores and on on July 16, the new No Boundaries label will include baggy fit jeans, drop shoulders and cropped tees. To refresh the young adult fashion brand, Walmart hired a design team with experience creating products for the Gen Z customer, the first time the retailer has dedicated fashion designers to the No Boundaries brand, reflecting a shift in how the retailer is building and reintroducing a brand for a specific demographic.

“Refreshing our private brand portfolio is critical to our fashion strategy as we evolve our assortment to resonate not only with our core customers but the next generation of Walmart shoppers,” said Jen Jackson Brown, SVP of Walmart U.S. fashion brands, in a release. “There’s a huge opportunity for Walmart to reach Gen Z customers with a brand that has both incredible style and unbelievable prices.

“We have 145 million U.S. customers shopping with us in stores and online each week, and the new No Boundaries brand is designed and marketed with the intention of reaching this young adult audience by focusing on fit, quality, style and fabrics that resonate with them.”

The 130-piece collection will include men’s and women’s wear, intimates, shoes, and accessories.

New to the brand, No Boundaries will launch with a sleepwear line and the first plant-based bra pad made from over 75 percent sugarcane in select bra styles. Walmart also extended the fit of the No Boundaries line, ranging from XXS to 5X in young women’s and XS to 3X in young men’s.

Walmart will price 80 percent of the products below $15, including products priced at $5 for printed tees, shirttail dresses, and short shorts.

“We feel we are uniquely positioned to win with Gen Z because of our price points, said Incandela at the conference.

In an interview with Women’s Wear Daily, Incandela said No Boundaries had found its success; it was “more of a label with unrelated huge volume driving key items that weren’t necessarily cohesive.” She added, “What we’ve done is to refresh this legacy brand; we hired a design team with years of experience in creating products for the Gen Z customer. It’s the first time we’ve had fashion designers dedicated to this brand. It’s a major shift in how we are thinking about building and presenting a cohesive brand versus a label.” Specifically, she said the goal is for No Boundaries to be a brand that “inspires and celebrates the potential of self-expression.”

No Boundaries launch will be advertised on Walmart Discovered on Roblox and backed by a major marketing push on TikTok, Roblox and Instagram. Incandela noted that 80 million Gen Z users use Roblox for about two hours every day.

Image courtesy Walmart