Why is Walmart killing off a $1 billion private label? - RetailWire

Walmart has grown its Secret Treasures private label into a $1 billion business that has the largest customer base of any brand in the women’s intimates and sleepwear market. But that isn’t stopping the retailer from replacing the brand. Does the decision to end the Secret Treasures line suggest that it lacked brand equity even among the consumers who purchased it?

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