Desperate to retain value-conscious shoppers, Walmart is undertaking a significant overhaul of its core private-label product lines, moving away from premium pricing. The big-box retailer is rolling out new tools, children's decor, and other budget-friendly items as consumers continue seeking value amid persistent inflation and rising household costs.
Hardware Refresh and New Tool Lineup
This week, Walmart announced a revamped hardware department featuring an exclusive Greenworks Pro tool lineup alongside expanded offerings under its Hyper Tough brand. The retailer is also launching Mainstays Kids, its first new home brand in five years, as part of a broader strategy to strengthen store brands and exclusive merchandise designed to keep customers spending despite ongoing economic pressures.
'We always seek to bring the most assortment to our customers so that they have choice, variety, and so that we can provide many solutions for them,' said Courtney Carlson, Walmart's senior vice president. According to Carlson, Walmart has seen strong demand from do-it-yourself shoppers, prompting the company to invest more heavily in affordable hardware and home-improvement products. 'For us, it's about investing in what we see our customers doing, and we have a lot of DIY customers,' she added.
The hardware refresh includes a new exclusive Greenworks Pro line of battery-powered outdoor and power tools, alongside an expanded assortment under Walmart's Hyper Tough brand, which has become one of the company's most recognizable value-focused hardware labels. Walmart is betting that Americans still want stylish homes and DIY upgrades, but without the premium price tag.
Expanding Home Decor with Mainstays Kids
At the same time, Walmart is capitalizing on growing consumer interest in home decor and children's spaces with Mainstays Kids, a new extension of its long-running Mainstays home brand. Carlson noted that the collection was developed after noticing parents increasingly wanted more personalized and design-driven bedrooms and playrooms for their children. 'What we saw is that parents really want to invest in their kids' rooms,' she said. 'They see it as an extension of their own home.'
The retailer said families and children were directly involved in testing and shaping products during development. This launch marks Walmart's first entirely new home brand since the company introduced its Better Homes & Gardens partnership expansion and other home-focused refreshes during the pandemic-era home boom.
Revamping Private-Label Portfolio
Walmart has spent years revamping its private-label portfolio as it tries to improve quality perceptions and increase profit margins. Previous overhauls have included relaunches of brands such as Great Value, Equate, George, Time and Tru, Free Assembly, and the retailer's fashion-focused Scoop collaboration. In recent years, Walmart has also expanded upscale and trend-focused home collections in an effort to compete more directly with Target's highly successful in-house decor and lifestyle brands.
The latest push comes as retailers increasingly rely on private brands to differentiate themselves and offer lower-priced alternatives to national labels at a time when consumers remain highly price-sensitive. Walmart has warned in recent months that shoppers are still under financial pressure from higher fuel, food, and everyday living costs.
Investing in Physical Stores
Simultaneously, Walmart is investing heavily in its physical footprint. Last month, the retailer announced plans to remodel more than 650 stores across the US and open roughly 20 additional stores in 2026 and early 2027. The company said these projects are intended to modernize stores, improve convenience, create construction jobs, and strengthen local economies.
Founded in 1962 by Sam Walton in Rogers, Arkansas, Walmart has grown into the largest retailer in the US, operating more than 4,600 stores nationwide and serving millions of customers every week.
