Wal-Mart Stores Inc (NYSE:WMT) revealed on Wednesday that it plans to relaunch its Parent’s Choice Baby brand, through which it plans to introduce premium diapers.
The announcement also comes amid reports that the firm that owns the Babies R Us brand has filed for bankruptcy. This means Walmart is looking to take advantage of the unfulfilled gap or opportunity, especially now that customers have shifted to rely heavily on online retail. The Parent’s Choice brand has been present for 20 years but the new relaunch is expected to feature a product refresh. This means there will be new products to be added, such as the premium diapers, sippy cups, baby lotion, and bedding.
The premium diapers will be the main addition and they will be available online as well as on a few of the company’s select stores. When Walmart launched the Parent’s Choice baby brand, the first and main product that was included was baby formula. It will consist of 275 items after the relaunch.
“The roll out of items has been ongoing, and will continue through January 2018,”stated Marketwatch.
Walmart will sell the diapers at $7.24 per pack which consists of 35 diapers and each of them is designed to offer up to 12 hours of dryness. The lining of the diapers are made of materials that are highly absorbent and one of the key selling point is that pulp harvested from sustainable forests is one of the materials used to make the diapers. This kind of information is quite important for parents because it allows them to know exactly what is safe and what is not safe for their children.
Diapers are a key part of Walmart’s plan for the Parent’s Choice baby brand because they are purchased frequently. This means they drive a lot of traffic and thus making them a key product. Bedding will feature 53 pieces which will be priced at $40. The company plans to feature price tags less than $13 for most of the products in the baby brand.