List of Walmart brands (2022)

List of Walmart brands (1)

Walmart, Inc., like many largeretailandgrocerychain stores, offersprivate brands(also called house brands or store

brands), which are lower-priced alternatives toname brandproducts. Many products offered under Walmart brands areprivate labelproducts, but in other cases, the production volume is enough for Walmart to operate an entire factory.


  • 1 Apparel brands
    • 1.1 Major brands
    • 1.2 Other brands
  • 2 Major brands
    • 2.1 Sam's Choice
    • 2.2 Great Value
  • 3 Equate
    • 3.1 Mainstays
    • 3.2 Ol' Roy
    • 3.3 Special Kitty
    • 3.4 Parent's Choice
    • 3.5 Play Day
    • 3.6 Pen+Gear
  • 4 Additional brands
    • 4.1 Homelines
    • 4.2 Others
  • 5 Former brands

Apparel brands[]

Major brands[]

In March 2018, to better compete withAmazonandTarget, Walmart introduced three new clothing lines and revamped an existing clothing line.

(Video) Who Makes Walmart's Great Value Brand Products? We Take a Look...

  • 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[]

  • Athletic Works– men's, women's, and children's activewear
  • Brahma– men's and women's work boots
  • EV1– women's casual clothing, accessories, and shoes endorsed by American television personalityEllen DeGeneres
  • No Boundaries, often abbreviated as NOBO – women's and men's clothing and accessories
  • Secret Treasures– women's sleepwear and intimate wear
  • And1– men's athletic footwear and clothing
  • Avia– men's and women's athletic footwear

Major brands[]

Sam's Choice[]

Not to be confused withSam's Club.

Main article:Sam's Choice

Sam's Choice, originally introduced asSam's American Choicein 1991, is a retail brand in food and selected hard goods. Named afterSam 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.

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".

Most Sam's Choice beverage products (excludingGrapette and Orangette)are manufactured for Walmart byCott 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.

(Video) Walmart's Great Value VS Brand Names Price Comparison // Frugal Fit Fridays

Most Sam's Choice-branded products have been replaced by either the relaunched Great Value brand, or the new Marketside brand.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[]

Great Valuewas 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.

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 asConAgra, andSara Leewhich, 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.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.

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The Great Value brand can also be seen in Canada, Costa Rica, Honduras, Nicaragua, El Salvador, 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 inSeiyugrocery stores (owned by Walmart) in Tokyo, Japan as of October 2014, despite at least one report of a transition away from the brand.

In 2009, the Great Value labels were redesigned 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.Great Value went through another redesign in 2013 for most of its food items, replacing predominantly white designs with more colorful packaging.


Equate– consumable pharmacy and health and beauty items, such asshaving cream, skinlotion,over-the-countermedications, andpregnancy 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 labelstore 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."

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


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

Ol' Roy[]

Ol' Royis Walmart'sstore brandofdog food, created in 1983 and named afterSam Walton's bird dog. It has become the number-one selling brand ofdog foodin the United States. It is comparable toNestlé'sPurina.

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In 1998, samples of Ol' Roy (together with various other brands) were subject to qualitative analyses forpentobarbitalresidue by theU.S. Food and Drug AdministrationCenter for Veterinary Medicinedue to suspicion that the anesthetizing drug may have found its way into pet foods through euthanized animals, including cats and dogs. DNA tests for all the samples detected cat and dog DNA and multiple Ol' Roy samples tested positive for the drug, presumably from rendered cattle, as well as cats and dogs. The CVM has said that due to the level of exposure, the risk of adverse effects was substantial.

Special Kitty[]

Special KittyisWalmart'sstore brandofcat foodand other cat care products, such as litter and treats.

Parent's Choice[]

Parent's Choiceis Walmart's store brand; 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).On October 15, 2009, Pfizer signed the final acquisition papers making Wyeth a wholly owned subsidiary of Pfizer, thus completing theUS$68 billion dollar deal.

Play Day[]

Play Dayis 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.


Pen+Gearis Walmart's store brand for school and office supplies. From notebooks, pens, markers, paper, binders, pencils and even paper shredders. Pen+Gear replaced a former brand name Casemate in late 2016. Casemate was the same purpose of school and office supplies, but they found a different name for the brand in late 2016.

Additional brands[]


  • Better Homes and Gardensis a product line with designs inspired from thepopular magazineof the same name.
  • Hometrendsproducts include small furniture, tableware and various home decor accessories, such as rugs and faux plants.
  • Mainstays Kids
  • Your Zoneis 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
  • AutoDrive– car care products,auto detailingproducts, and interior accessories
  • Backyard Grill– grills, charcoal, and grilling accessories
  • Best Occasions– party decorations and accessories, such as candles and hats
  • Clear American– carbonated and flavored water. Was previously known asSam's Choice Clear American
  • Co Squared, a cosmetics brand owned by Walmart, but only sold direct to consumer
  • ColorPlace– paint and painting tools. ColorPlace paint is made byPPG
  • Douglas– budget priced tires. Models include Xtra-Trac and Touring. Some models are made in a Goodyear plant.
  • Earth Spirit- shoes
  • EverStartis the brand for automotive and lawn mower batteries. The brand is also used for battery related accessories, such asjumper cables. EverStart batteries are manufactured byJohnson 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 theSam's Choicelabel)
  • Gold's Gym– athletic and exercise equipment such as weights. Named after and licensed fromthe chain of fitness centers.
  • Holiday Time– Christmas items such asChristmas trees, decorations, and wrapping paper
  • Home Bake Value– bread
  • Hyper Tough– hand tools, power tools, and hardware
  • Kid Connectionis 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
  • Motile- laptops, miscellaneous tech, and tech accessories
  • Oak Leaf– low-cost wines produced and bottled for Walmart selling at approximately $3 a bottle.
  • ONN– home electronics, computer accessories, and phone/tablet accessories
  • Our Finest/Notre Excellenceis 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.
  • Overpowered– pre-built gaming desktops and laptops
  • Ozark Trail– outdoor equipment and footwear. (The Walmart Home Office is located in theOzarkmountain region in northwestArkansas.)
  • 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
  • Spark Imagine- simple children's toys made with high-quality materials; comparable toMelissa and Doug
  • SuperTechis 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.
  • Tasty- kitchen tools (Walmart exclusive under license fromBuzzFeed)
  • The Office– office supplies and stationery
  • Uniquely J, a brand under Walmart's website
  • Walmart Family Mobileis Walmart's exclusiveprepaid mobile phone(cell phone) service provided through theT-Mobilecellular network.
  • World Table– upscale salsa, pizza, chips, cookies, etc., which are manufactured exclusively for Walmart and fancier than the Great Value entry

Former brands[]

  • "Price First" was a bottom-tier, low-priced generic brand that Walmart introduced in late 2013. It included very basic grocery items, trash bags, and paper goods. It was launched as an experimental brand targeted towards the most budget-conscious shoppers. It was the lowest priced brand at Walmart and availability varied by stores. Some of the grocery items included milk (which is often brand-name milk with a Price First label,as is Great Value milk),bread, granulated sugar, canned fruit/vegetables, boxed brownie mix, toaster pastries, elbow pasta, egg noodles, spaghetti, and skillet meals. Non-grocery items included paper towels, toilet tissue, trash bags, and food storage bags. It was discontinued in 2016.
  • "Canopy" was a home product line for rooms and other domestic goods. The brand was replaced by theBetter Homes and Gardensline 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 an apparel brand for women, men, and children. It was replaced byTime & Tru(for women),George(for men), andWonder Nation(for children) in 2018.
  • Durabrandwas a brand used for home electronics, such as televisions and DVD players. The brand was also used on various small kitchen appliances.
  • iLo Technologieswas 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 was phased out.
  • "Promark" was a brand for tools in the 1980s and early 1990s. It was replaced byPopular Mechanicsbranding.
  • "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 byFaded Glory(with undergarments, socks and casual clothing) andGeorge(with ties, shirts, pants and formal clothing).
  • "Blackweb" – were "premium" electronics products; discontinued after a rebranding of the Onn line in 2020.


What is Walmart's brand? ›

Great Value. Great Value is a private label grocery brand created in 1993 by Walmart and claims to be as good in quality as national brand offerings. The brand lists hundreds of household and grocery items such as snacks, dried goods, cleaning supplies, candy, and beverages.

What is Walmart's brand message? ›

The store uses slogans that are associated with low prices like “save money, live better,” “lowest price store,” “worry-free fresh,” and the most common, “everyday low prices.” Walmart employs a diversified array of advertising media, including TV ads, billboards, social media, and even their eCommerce platform.

Is home a Walmart brand? ›

It forms the premium tier to Walmart's Mainstays home brand, producing goods such as furniture, kitchen products, bedding, curtains and window blinds, decor, and other home products. Your Zone is a home product line that tailors toward teenagers and college students.

What is Walmart's new clothing line? ›

Scoop is one of Walmart's exclusive fashion brands. It has also struck deals with national brands like BCBG Paris. SPRINGDALE, Arkansas — Dressed-up mannequins.

What are Walmart private brand items? ›

Private Branded products are items that meet any of the following criteria: Product sold under a Walmart or Sam's Club Private Label (e.g. Great Value, Member's Mark, Marketside, Freshness Guaranteed, Ol' Roy, Parents Choice, etc.) Products that are Distributed by Walmart or Distributed by Sam's West.

How many private brands Does Walmart have? ›

There are over 29,000 products under Walmart's private label brands. They're part of more than 315 brands in 20 categories.

What is Walmart brand image? ›

What is Our Brand Identity? The Walmart brand identity is like a great pair of jeans: a perfect fit, comfortable for our customers, associates and suppliers. It projects a relaxed and friendly image. We love wearing it every day.

What does Walmart need to improve? ›

7 Walmart Selling Strategies That Can Boost Your Sales in 2022
  • Focus on the Lowest, Most Competitive Price. ...
  • Don't Run Low on Inventory. ...
  • Fill Customers' Needs with Otherwise Unavailable Products. ...
  • Maintain Excellent Customer Support. ...
  • Get the Word Out About Your Great Products and Service. ...
  • Leverage Walmart's Lack of Fees.
4 Aug 2020

What are the 5 P's of merchandising Walmart? ›

The 5 P's of marketing are part of what is often referred to as a “marketing mix”. A marketing mix is the actions brands take to market their products and services by using a specific framework with the five biggest components of successful marketing: product, place, price, promotion, and people.

Is Lowes owned by Walmart? ›

Walmart and Lowe's aren't owned by the same company. Both trade publicly on the stock market, but their stocks aren't interchangeable. If there were a company that owned both Walmart and Lowe's, it'd have to be a holding company with a majority stake.

Is Walmart getting rid of Great Value brand? ›

Here are a few discontinued Walmart foods (including both Great Value items and name-brand ones) that are no longer available, according to our research on Fortunately, they've been replaced by just-as-delicious healthy options, like these 17 Surprising Foods You Can Buy at Walmart.

Does Walmart own Sam's Club? ›

A division of Walmart Inc., we are the membership warehouse club solution for everyday living. Our President and CEO is Kathryn McLay and our headquarters is in Bentonville, AR.

Where do Walmart clothes come from? ›

The majority of its suppliers are in the United States. However, the supply chain for Walmart stores is global, with suppliers in the United Kingdom, Canada, China, Mexico, Taiwan, Hong Kong, France, and other countries. Here are five suppliers that generate portions of their revenues from Walmart.

Is Time and Tru a Walmart brand? ›

Time and Tru is one of those brands. It's available exclusively at Walmart, and you absolutely cannot beat the price point. Items from this new private label fashion brand range anywhere from $4 to $25, although most products fall comfortably below $20.

Did Walmart stop selling Faded Glory? ›

In launching new apparel brands, Walmart will phase out some of its older ones, such as Faded Glory and White Stag. The new lines include Time and Tru for women, Terra & Sky for plus sizes, and Wonder Nation for kids.

Who makes Equate brand for Walmart? ›

Equate, a brand name of Walmart. Equate (game), board game manufactured by Conceptual Math Media. Equate, a production joint venture in Kuwait between that country's government and Dow Chemical Company.

What is private label brands? ›

Private brands, also known as private label and store brands, are made and sold for a specific retailer and meant to compete with brand-name goods. Private brands tend to be cheaper than name brand goods and provide retailers with higher margins.

Are equate products just as good? ›

"General health and wellness items made by Equate, such as their aspirin and even their vitamins and supplements, work just as well as their brand-name counterparts and are an inexpensive way to make sure your medicine cabinet is stocked up."

Who owns Walmart now? ›

The largest shareholder of Walmart is the Walton family, who owns more than half of all Walmart shares. The second largest shareholder in Walmart is the Vanguard Group, who holds around 5% of total Walmart shares.

How much of Walmart is private label? ›

At Walmart, those popular private brands add up to 23.3% of the retailer's sales, Numerator said. All of those are significantly higher than the industry average of 17.4% private label sales in grocery overall, with branded products by far more popular than their generic counterparts.

Does Walmart make its own products? ›

We are committed to providing items grown, made and sourced in America. Most of the products we source for our retail businesses in the U.S. and other major markets like Mexico were made, grown or assembled domestically.

What are Walmart's brand colors? ›

Walmart brand colors are blue and spark yellow. Hex, RGB, CMYK and Pantone® (PMS) color codes and values are listed below. You can also download the color palette of the Walmart brand with their hexadecimal codes.

What does Walmart symbol stand for? ›

– Doug McMillon, President & CEO, Walmart. The Half Spark symbolizes an expressive connection to Sam Walton's original spark of inspiration and innovation. It's our way to engage with the legacy he left behind. For Sam, it was about service to the customers. Showing respect for the individual.

What is the Walmart logo called? ›

Before then, it took the form of a wordmark featuring a star between 'Wal' and 'mart'. In a statement (opens in new tab), Walmart called the new logo "a symbol of all of the great ideas that have helped to develop our company over the years. And it's a symbol of the inspiration that's inside all of us."

What challenges does Walmart currently face? ›

Walmart encounters several problems that include stiff competition, negative reputation, constraints in business acquisitions and joint ventures, and stringent cultural values in foreign markets (Kneer 25). There is stiff competition from other retail stores that have adapted a low-price strategy.

What are Walmart's weaknesses? ›

Walmart's Weaknesses – Internal Strategic Factors

Low wages, inadequate healthcare, and poor working conditions are few of the issues that have been publically criticized. Large span of control – Its highly extended size and massive span of control could leave Walmart weak in some areas.

What is the most important thing leading to the success of Walmart? ›

One of the main reasons why Walmart consistently outperformed competition was its employees. Employees are responsible for breakthrough customer experiences and they are in turn, shaped by the company's culture. Sam realized that Walmart's employees are the interface between the store and the customers.

What are the 4 basic marketing strategies? ›

What are the 4Ps of marketing? (Marketing mix explained) The four Ps are product, price, place, and promotion. They are an example of a “marketing mix,” or the combined tools and methodologies used by marketers to achieve their marketing objectives. The 4 Ps were first formally conceptualized in 1960 by E.

What is a PDQ at Walmart? ›

'Pretty Darn Quick' or 'Product Displayed Quickly' What is a PDQ pallet display? In some cases it could be a PDQ pallet display that is needed. This is a bulk quantity of product that is pre-packed and placed directly on the retail shop floor in high traffic locations.

What are the 7 marketing strategies? ›

These seven are: product, price, promotion, place, packaging, positioning and people. As products, markets, customers and needs change rapidly, you must continually revisit these seven Ps to make sure you're on track and achieving the maximum results possible for you in today's marketplace.

What is Walmart known for? ›

Walmart is a global retailer selling a wide variety of merchandise at low prices at 10,500 stores and on its e-commerce sites. Walmart's Sam's Club membership-only warehouses was the fastest growing segment in Q4 FY 2022.

What is the Target brand called? ›

At Target, up & up — one of Target's many owned and exclusive labels — holds its own against the national brands. Launched in 2009, Target's up & up has delivered performance and value that consistently beats national-brand products in testing.

Is Onn a Walmart brand? ›

Onn is Walmart's exclusive brand for a variety of inexpensive electronics including TVs, headphones, speakers, wall mounts, tablets, and even printer ink. Like other retailers, such as Best Buy, which sells the low-cost Insignia brand, Walmart uses onn (yes, it's lower case) to woo customers looking for bargain prices.

Who makes Equate brand? ›

Equate, a brand name of Walmart.

What is Walmart unique? ›

As the largest retailer on Earth, Wal-Mart is most conspicuously unique in terms of its size. With nearly 3,550 stores visited by roughly 100 million people each week, Wal-Mart is a convenient shopping mecca for American consumers.

What are three facts about Walmart? ›

Sam Walton's strategy is built on an unshakeable foundation: the lowest prices anytime, anywhere.
  • 1962. On July 2, 1962, Sam Walton opens the first Walmart store in Rogers, Arkansas.
  • 1967. The Walton family owns 24 stores, ringing up $12.7 million in sales.
  • 1969. The company officially incorporates as Wal-Mart Stores, Inc.

What makes Walmart successful? ›

One of the key factors in Wal-Mart's success was its dedicated and committed work force. Thanks to Wal-Mart's stock purchase plan, the wealth of these employees was directly tied to the market value of the company's stock, creating a direct link between growth and its effect on stock price and company morale.

Is great value Walmart? ›

Walmart's Revamped Great Value Brand Delivers Affordable, Quality Choices When Consumers Need Them Most.

Does Target still carry Mossimo? ›

"We haven't had a working relationship with Mossimo Giannulli in over a decade and we no longer carry any Mossimo branded products at Target," a company spokesperson told Business Insider yesterday. Target dropped the line completely in 2017 as part of a company-wide overhaul of its in-store brands.

Is Knox rose a Target brand? ›

KNOX ROSE Trademark of Target Brands, Inc.

Who makes Walmart ONN brand? ›

Durabrand, a private label tradename for Walmart, is the primary manufacturer of ONN TV while Element Electronics Company handles all warranty repairs. Since the television model is a generic brand of Walmart, you can only find it in major Walmart stores.

What is ONN stand for? ›

ONNOpen News Network (online resource)
ONNOpen Network Node
ONNOptical Neural Network (computer science)
ONNOptometry News Network (est. 2007)
14 more rows

Who makes ONN products for Walmart? ›

ONN is a Walmart-only TV brand made by one of Walmart's private label tradenames, Durabrand, and their warranty repair service is handled by an American company called Element Electronics. Onn TVs are manufactured at least partially in China and Thailand.

Is Walmart getting rid of Great Value brand? ›

Here are a few discontinued Walmart foods (including both Great Value items and name-brand ones) that are no longer available, according to our research on Fortunately, they've been replaced by just-as-delicious healthy options, like these 17 Surprising Foods You Can Buy at Walmart.

Is Lowes owned by Walmart? ›

Walmart and Lowe's aren't owned by the same company. Both trade publicly on the stock market, but their stocks aren't interchangeable. If there were a company that owned both Walmart and Lowe's, it'd have to be a holding company with a majority stake.

Is Costco owned by Walmart? ›

Despite being two large big box stores, Costco and Walmart are not affiliated in any way. Both companies are multinational corporations, and neither are owned by a larger parent company. Costco is a publicly traded multinational retail corporation owned by the Costco Wholesale Corporation.


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