Walmart is reintroducing its Scoop brand

Walmart is reintroducing its Scoop brand

Walmart is reviving the defunct Scoop brand as a private label offering, as part of efforts to expand its assortment and add more upmarket fashion to the line-up.

Walmart's website and select stores will carry a 100 item-strong range including tops, shoes and handbags. Prices range from $15-$65.

The launch was announced by head of fashion for Walmart US ecommerce, Denise Incandela. She says she believes customers will "be amazed" by "the elevated details that typically come at a more premium price" such as certified vegan leather and faux fur, fully lined outwear, unique denim washes and trim.

"We've worked hard to ensure Scoop honours its original vision to offer the "best-of-the-best" in fashion each season and empower customers to build "The Ultimate Closet," and have even expanded on this legacy by offering the collection at super affordable prices.

"We've been focused on establishing Walmart as a destination for fashion – a place where our customers can discover stylish items that are accessible. Adding Scoop to our portfolio makes it that much easier for our customers to look and feel their best."

Incandela says that over the past year-and-a-half, the retailer has added more than 600 brands, including new exclusive lines from Sofia Vergara and Ellen DeGeneres, and 150 premium fashion brands.