Walmart's house brand is not just one brand but a portfolio of private label brands that Walmart owns and sells exclusively to offer lower prices than national brands. Walmart's main general merchandise house brands include Great Value for groceries and consumables, which is its largest private label, Equate for health and beauty and pharmacy products, Mainstays for home furnishings and decor, Onn for electronics and accessories, Parent's Choice for baby products, and Ozark Trail for outdoor equipment. In apparel, Walmart owns brands like George, Time and Tru for women, and Athletic Works. In recent years, Walmart has also launched premium private labels like Bettergoods for elevated grocery. These house brands are manufactured by third-party suppliers under contract to Walmart's specifications, similar to how Home Depot's EcoSmart bulbs are made by outside factories but owned by Home Depot. Walmart's house brands allow it to control quality, pricing, and margins while offering customers value alternatives to national brands. Great Value, launched in 1945, is one of the most recognized house brands in the world and covers thousands of products from canned goods to paper towels, and it is often priced 15 to 30 percent below comparable national brands.
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