On Friday, Walmart unveiled a new activewear and swimwear brand, Love & Sports. It is created by Michelle Smith, a famous fashion designer and Stacey Griffith, a well known SoulCycle instructor. Walmart is striving to become a company that offers both style and substance, as it expands its clothing division. It recently added stylish furniture from a celebrity builder-designer duo who feature on HGTV and is now expanding its clothing line.
The world’s largest retailer and America’s favorite store has always wanted to be the place where you can get everything retail in different categories at different price ranges. The big box retailer wants its customers to look at it as a one-stop shop and keeps adding merchandise from high fashion to street smart merchandise in many categories.
Denis Incandela, who is the executive vice president of apparel and private brands for Walmart U.S., noted that the unique designs and bold colors that Love & Sports uses in its portfolio were the reason why the retailer was drawn towards the activewear designed by Smith and Griffith.
Incandela is aware of Smith’s past portfolio. So, when Smith reached out through a direct message to Incandela, through social media, the new brand was born as initial sketches were shared. The brand developed in a quiet manner, through the pandemic and has now debuted on Walmart.
There are 121 pieces that are available in the first collection of Love & Sports. They have a price range that begins at $12 and goes up to $42. The collection is made using high performance fabrics and includes retro running shorts, cropped sweatshirts, leggings, one and two piece swimsuits and nylon jackets. It also features seamless bras. Activewear is available from sizes XS to XXXL and swimwear is available in sizes up to XXL. The collection is designed for both performance and for leisure.
In fall 2022, Sports & Love will increase its collection by adding footwear as well as accessories such as sneakers and handbags.
Sports & Love is the latest clothing brand that epitomizes style in Walmart’s clothing merchandise. Other high fashion brands that are also available at the big box retailer include Sofia Jeans, Eloquii Elements, Scoop and Free Assembly.
