Walmart has traditionally catered to an older customer base, but it's increasingly attracting a younger demographic, particularly Gen Z—those born between 1997 and 2012. This shift is largely due to Walmart's strong presence in the grocery sector. With shoppers focusing on food and essentials amid high inflation and interest rates, Walmart's annual sales have reached new heights.

To capitalize on this trend, Walmart is set to relaunch its 30-year-old 'No Boundaries' private-label fashion line in July. This relaunch will feature products popular with Gen Z, such as oversized tees and baggy jeans, according to Denise Incandela, Executive Vice President of Fashion at Walmart U.S. The brand already generates $2 billion in annual sales for Walmart.

As more Gen Z customers come to Walmart for essentials like shampoo and bananas, the company sees an opportunity to cross-sell additional products. The new 'No Boundaries' line will include 130 items, covering men's and women's wear, intimates, shoes, and even a plant-based bra with pads made from 75% sugarcane. Impressively, 80% of these products will be priced below $15, with some items, like printed tees, shirt tail dresses, and short shorts, priced as low as $5.

"We are going after this Gen Z target market in a big way," Incandela said at the CommerceNext conference in New York. The launch will be supported by a significant marketing push on TikTok, Roblox, and Instagram. With 80 million Gen Z users spending about two hours daily on Roblox, Walmart sees a prime opportunity to connect with this cohort.

As Walmart continues to draw in more Gen Z shoppers, its ability to diversify and expand its product offerings grows, promising exciting developments in the retail giant's future.