List of Walmart brands

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Walmart, Inc., like many large retail and grocery chain stores, offers store brands (also called house brands or generic brands), which are lower-priced alternatives to name brand products. Many products offered under Walmart brands are private label products, but in other cases, the production volume is enough for Walmart to operate an entire factory.[citation needed]

Apparel brands[edit]

Major brands[edit]

In March 2018, to better compete with Amazon and Target, Walmart introduced three new clothing lines and revamped an existing clothing line.[1]

  • George – men's casual and dress clothing, shoes, and accessories (previously also women's and children's)
  • Terra & Sky – plus size women's clothing
  • Time and Tru – women's clothing, shoes, and accessories
  • Wonder Nation – children's clothing, shoes, and accessories

Other brands[edit]

  • Athletic Works is a brand for men's, women's, and children's activewear
  • Danskin Now – women's yoga-oriented activewear
  • EV1 – women's casual clothing, accessories, and shoes endorsed by American television personality Ellen DeGeneres[2]
  • No Boundaries, often abbreviated as NOBO – women's clothing and accessories, targeted to teenage and young adult women
  • Secret Treasures – women's sleepwear and intimate wear

Major brands[edit]

Sam's Choice[edit]

Sam's Choice, originally introduced as Sam's American Choice in 1991, is a retail brand in food and selected hard goods. Named for Sam Walton, founder of Walmart, Sam's Choice forms the premium tier of Walmart's two-tiered core corporate grocery branding strategy that also includes the larger Great Value brand of discount-priced staple items.[3]

Compared to Great Value products and to other national brands, Sam's Choice is positioned as a premium retail brand and is offered at a price competitive with standard national brands. It typically offers either competitive items in a given product category, or items in categories where the market leader is an "icon" (for example, Coca-Cola in the soft drink category).

Most Sam's Choice beverage products (excluding Grapette and Orangette)[citation needed] are manufactured for Walmart by Cott Beverages.[4] Other products in the line, including cookies, snack items, frozen meals, and similar grocery items are made by a variety of agricultural and food manufacturers.

Competitive pricing of the Sam's Choice brand and store-branded and generic goods is possible because of the lower expense required to market a retail chain's house brand, compared to advertising and promotional expenses typically incurred by the national brands.

Most Sam's Choice-branded products have been replaced by either the relaunched Great Value brand, or the new Marketside brand.[citation needed] The brand was reintroduced in 2013 with a new logo and a focus on premium food products with organic ingredients.

Adventure Force

Adventure Force – toys suitable for outdoor use. Products include waterarms (water blaster guns).

Great Value[edit]

Great Value was launched in 1993 (but products were made as early as 1992) and forms the second tier, or national brand equivalent ("NBE"), of Walmart's grocery branding strategy.[3]

Products offered through the Great Value brand are often claimed to be as good as national brand offerings, but are typically sold at a lower price because of lower marketing and advertising expense. As a house or store brand, the Great Value line does not consist of goods produced by Walmart, but is a labeling system for items manufactured and packaged by a number of agricultural and food corporations, such as ConAgra,[citation needed] and Sara Lee[citation needed] which, in addition to releasing products under its own brands and exclusively for Walmart, also manufactures and brands foods for a variety of other chain stores. Often, this labeling system, to the dismay of consumers, does not list location of manufacture of the product. Walmart contends that all Great Value products are produced in the United States.[citation needed] Otherwise, the country of origin would be listed.

As Walmart's most extensively developed retail brand, covering hundreds of household consumable items, the Great Value line includes sliced bread, frozen vegetables, frozen dinners, canned foods, light bulbs, trash bags, buttermilk biscuits, cinnamon rolls, pies, and many other traditional grocery store products. The wide range of items marketed under the Great Value banner makes it Walmart's top-selling retail brand.

The Great Value brand can also be seen in Canada, Costa Rica, Honduras, Nicaragua, Mexico, Argentina, Chile, and Brazil and some Trust Mart stores in Xi'an, Shaanxi Province, China, through a partnership with Walmart. Bharti EasyDay retail grocery stores sell Great Value brand products in India as well. Great Value brand products as well as Walmart merchandise are also present in Seiyu grocery stores (owned by Walmart) in Tokyo, Japan as of October 2014, despite at least one report of a transition away from the brand.[5]

By mid-summer 2009, Walmart had redesigned the Great Value labels to be predominantly white. The new redesign also includes over 80 new items, including thin-crust pizza, fat-free caramel swirl ice cream, strawberry yogurt, organic cage-free eggs, double-stuffed sandwich cookies, and teriyaki beef jerky. Walmart changed the formulas for 750 items, including: breakfast cereal, cookies, yogurt, laundry detergent, and paper towels. The new brand was tested by over 2,700 people.[6]

Great Value went through another redesign in 2013 for most of its food items, replacing predominantly white designs with more colorful packaging.[citation needed]


The brand name "equate" on a container of lotion.

Equate – consumable pharmacy and health and beauty items, such as shaving cream, skin lotion, over-the-counter medications, and pregnancy tests. Before its takeover by Walmart, the formerly independent Equate brand sold consumer products at both Target and Walmart at lower prices than those of name brands. Equate is an example of the strength of Walmart's private label store brand. In a 2006 study, The Hartman Group marketing research firm issued a report which found that "Five of the top 10 "likely to purchase" private label brands are managed by Walmart including: Great Value, Equate, Sam's Choice, Walmart, and Member's Mark (Sam's Club), per the study." The report further noted that "...we are struck by the magnitude of mind-share Walmart appears to hold in shoppers' minds when it comes to awareness of private label brands and retailers."[7]

In mid-2010, the brand underwent a logo redesign, as well as packaging changes similar to the Great Value brand.


Mainstays is a brand marketed by Walmart for its lower-priced lines of bedding, kitchen utensils, ready-to-assemble furniture, and home decor.

Ol' Roy[edit]

Ol' Roy is Walmart's store brand of dog food, created in 1983 and named after Sam Walton's bird dog. It has become the number-one selling brand of dog food in the United States, surpassing Nestlé's Purina.[8]

In 1998, samples of Ol' Roy (together with various other brands) were subject to qualitative analyses for pentobarbital residue by the U.S. Food and Drug Administration Center for Veterinary Medicine due to suspicion that the anesthetizing drug may have found its way into pet foods through euthanized animals, including cats and dogs. DNA test for all the samples failed to detect cat and dog DNA but multiple Ol' Roy samples tested positive for the drug, presumably from rendered cattle. The CVM has said that due to the low level of exposure, the risk of adverse effects was low.[9][10]

Special Kitty[edit]

Special Kitty is Walmart's store brand of cat food and other cat care products, such as litter and treats.

Parent's Choice[edit]

Parent's Choice is Walmart's store brand for baby products, including diapers, formula, and accessories. Like other Walmart store brands, its design and packaging was relaunched in 2010. Parent's Choice is manufactured by Wyeth (a pharmaceutical company).[citation needed] Wyeth was bought out by another pharmaceutical company in 2009, Pfizer.[citation needed]

Price First[edit]

Price First is a bottom-tier, low priced generic brand that Walmart introduced in late 2013. It includes very basic grocery items, trash bags, and paper goods. It was launched as an experimental brand targeted towards the most budget-conscious shoppers. It is the lowest priced brand at Walmart and availability varies by stores. Some of the grocery items include milk (which is often brand-name milk with a Price First label,[citation needed] as is Great Value milk)[citation needed], bread, granulated sugar, canned fruit/vegetables, boxed brownie mix, toaster pastries, elbow pasta, egg noodles, spaghetti, and skillet meals. Non grocery items include paper towels, toilet tissue, trash bags, and food storage bags.

Play Day[edit]

Play Day is a wide-ranging brand of budget-priced children's toys. Play Day launched in between mid-2014 and early-2015, as a replacement brand for Kid Connection.[clarification needed].


Pen+Gear is Walmart's store brand for school and office supplies. From notebooks, pens, markers, paper, binders, pencils and even paper shredders which can be a bit costly for a Walmart/generic brand item. Pen+Gear replaced a former brand Casemate in late 2016. Casemate was the same purpose of school and office supplies, but they found a better name for the brand in late 2016.

Additional brands[edit]


  • Better Homes and Gardens is a product line with designs inspired from the popular magazine of the same name.
  • Hometrends products include small furniture, tableware and various home decor accessories, such as rugs and faux plants.
  • Mainstays Kids
  • Your zone is a home product line that tailors toward teenagers and college students.


  • Allswell, a luxury bedding and mattress brand owned by Walmart, but only sold direct to consumer[11]
  • AutoDrive – car care products, automotive detailing products, and interior accessories
  • Backyard Grill – grills, charcoal, and grilling accessories
  • Best Occasions – party decorations and accessories, such as candles and hats
  • Blackweb – premium computer and mobile phone accessories (keyboards, speakers, headphones, portable batteries, etc.)
  • BuzzFeed – Tasty kitchen tools (Walmart exclusive)[12]
  • Clear American – carbonated and flavored water. Was previously known as Sam's Choice Clear American
  • Co Squared, a cosmetics brand owned by Walmart, but only sold direct to consumer[13]
  • ColorPlace – paint and painting tools. ColorPlace paint is made by PPG
  • Douglas – budget priced tires. Models include Xtra-Trac and Touring. Some models are made in a Goodyear plant.
  • EverStart is the brand for automotive and lawn mower batteries. The brand is also used for battery related accessories, such as jumper cables. EverStart batteries are manufactured by Johnson Controls, Inc., (who also manufactures batteries for other store brands) primarily at plants in Saint Joseph, Missouri, and Fort Wayne, Indiana.
  • Fire Side Gourmet – pre-cooked burgers and steaks (was previously under the Sam's Choice label)
  • Gold's Gym – athletic and exercise equipment such as weights. Named after and licensed from the chain of fitness centers.
  • Holiday Time – Christmas items such as Christmas trees, decorations, and wrapping paper
  • Home Bake Value – bread[citation needed]
  • Hyper Tough – hand tools, power tools, and hardware
  • Kid Connection is used primarily for children's toys, but was also used for children's clothing and shoes.
  • Marketside – fresh foods usually found in Walmart's deli, produce, and bakery departments, such as salads, soups, breads, and sandwiches
  • Mash-Up Coffee (Walmart-exclusive) – luxury coffee beans[14]
  • Oak Leaf – low-cost wines produced and bottled for Walmart selling at approximately $3 a bottle.[15]
  • ONN – basic electronics (mice, speakers, cables, etc.)
  • Our Finest/Notre Excellence is a brand for upscale chips, cookies, frozen dinners, etc. which are sold exclusively in Canada. This brand is comparable to World Table and is manufactured in Canada exclusively for Walmart Canada.
  • Ozark Trail – outdoor equipment and footwear. (The Walmart Home Office is located in the Ozark mountain region in northwest Arkansas.)
  • Price First/Prix Budget – entry-level everyday products, similar to Great Value, but generally at the lowest price point
  • Protege – luggage and travel accessories
  • ReliOn – diabetes care products, including blood glucose and blood pressure monitors
  • SuperTech is Walmart's brand of motor oil. The brand is also used on other consumable automotive products, such as oil filters, windshield wiper fluid, and transmission fluid.
  • The Office – office supplies and stationery
  • Uniquely J, a brand under Walmart's website [16]
  • Walmart Family Mobile is Walmart's exclusive prepaid mobile phone (cell phone) service provided through the T-Mobile cellular network.[17]
  • World Table – upscale salsa, pizza, chips, cookies, etc., which are manufactured exclusively for Walmart and fancier than the Great Value entry

Former brands[edit]

  • "Canopy" was a home product line for rooms and other domestic goods. The brand was replaced by the Better Homes and Gardens line in late 2012.
  • "Casemate" was Walmart's school and office supplies brand in 2015. In late 2016 it was replaced by Pen+Gear.
  • "Faded Glory" was a brand for women, men, and children including shirts, shoes, and belts. It has been replaced by "time n tru" for women, "george" for men, and "wonder nation" for kids in 2018.
  • Durabrand was a brand used for home electronics such as televisions and DVD players. The brand was also used on various small kitchen appliances.
  • ilo was another brand of home electronics, consisting of more upscale items such as televisions, small electronics and digital music players.
  • "Metro 7" was an upscale brand of women's apparel, that was originally released in the fall of 2006, and eventually phased out.
  • "Promark" was a brand for tools in the '80s and early '90s. It was replaced by Popular Mechanics branding.
  • "Puritan" was a brand for men's basic clothing, including shirts, pants, undergarments, socks, ties, and some accessories. In late 2010, the brand was phased out completely and replaced by Faded Glory (with undergarments and socks and casual clothing) and George (with ties, shirts, and pants and formal clothing).

See also[edit]


  1. ^ Jones, Charisse (February 27, 2018). "Walmart launches four new clothing brands to compete with Amazon, Target". USA Today. Retrieved October 17, 2018.
  2. ^ "(Press Release) Walmart and Ellen DeGeneres Partner on New, Exclusive Fashion Line". Walmart. Retrieved October 24, 2018.
  3. ^ a b Sara Lee
  4. ^ Lilly Rockwell (2012-07-01). "Cott Corp. is King of Pop". Florida Trend. Trend Magazines Inc. Retrieved 2017-05-27.
  5. ^ "Walmart's Seiyu Creates New Store Brands". 2014-10-01. Archived from the original on 2013-06-17.
  6. ^ "Walmart Corporate — Walmart's Revamped Great Value Brand Delivers Affordable, Quality Choices When Consumers Need Them Most". 2009-03-16. Retrieved 2012-10-21.
  7. ^ "PBM News: Study: Walmart Private Brands Are Catching On". Archived from the original on 2012-12-16. Retrieved 2012-10-21.
  8. ^ Boyle, Matthew. "Brand Killers Store brands aren't for losers anymore. In fact, they're downright sizzling. And that scares the soap out of the folks who bring us Tide and Minute Maid and Alpo and...." Fortune. August 11, 2003. Retrieved on August 23, 2006.
  9. ^ Survey #1, qualitative analyses for pentobarbital residue:Dry dog food samples purchased in Laurel, MD, area, March - June 1998 FDA/Center for Veterinary Medicine
  10. ^ Report on the risk from pentobarbital in dog food Archived 2008-04-30 at the Wayback Machine. FDA/Center for Veterinary Medicine
  11. ^ Corkery, Michael (2018-02-23). "Walmart Aims for Affluent Customers With Online Mattress Brand". The New York Times. Retrieved 2018-03-02.
  12. ^ Kafka, Peter (2018-03-02). "BuzzFeed has a new business model, so it's selling its own line of kitchen tools at Walmart". Recode. Retrieved 2018-03-02.
  13. ^ Bhattarai, Abha (2018-02-23). "Walmart is launching online bedding, cosmetic brands in bid for upscale shoppers". Washington Post. Retrieved 2018-03-02.
  14. ^ Giammona, Craig (3 August 2018). "Walmart Edges Into Whole Foods Territory With Premium Coffee Brand". Bloomberg News. Retrieved 4 August 2018.
  15. ^ "Walmart puts good wines into most folks' budgets — Tampa Bay Times". Retrieved 2012-10-21.
  16. ^ "Introducing Uniquely J, A New Brand from". Retrieved 2018-06-10.
  17. ^ Walmart Introduces Walmart Family Mobile Powered by T-Mobile, Featuring the Lowest Priced Unlimited Talk and Text Wireless Family Plans

External links[edit]