Walmart debuts Scenario, a sub-$25 bohemian fashion line for women

Walmart has launched Scenario, a new women’s fashion brand that emphasizes a modern bohemian aesthetic and prices most items at less than $25. The assortment, which features apparel, footwear, jewelry, handbags and other accessories, is being stocked in all Walmart stores and is intended to attract style-conscious shoppers roughly in their mid-30s. Scenario will occupy space formerly used by Walmart’s Time and Tru line, which will continue with a reduced selection of its best-selling pieces.

Denise Incandela, executive vice president of fashion for Walmart U.S., described the initiative as an “and” strategy that adds a trendier offering while retaining core basics such as socks, underwear and denim. The launch follows research showing that about one-in-five women favor bohemian fashion, a segment not previously covered by Walmart’s private labels. Over the last five years, Walmart has introduced or relaunched 15 private brands as part of a broader effort to modernize its fashion business.