Walmart Went Five Years Without a New Home Brand. Mainstays Kids Arrives With 600 Items.

Walmart announced on May 27 that it is expanding its exclusive and owned-brand lineup with launches in two departments. In Hardware, it introduced Greenworks Pro, an exclusive line of professional-grade power tools, expanded its Greenworks 24V POWERALL range, and broadened its Hyper Tough assortment to include 12V and 20V brushless power tools, batteries, hand tools, and mechanic tools. In Home, it launched Mainstays Kids, which it describes as its first new Home brand in five years, a line of more than 600 items organized into six coordinated collections across 12 categories that include furniture, bedding, bath, and décor. The products are in stores nationwide and on Walmart.com, with the Greenworks Pro line also carried on Business.Walmart.com.

Courtney Carlson, senior vice president of Walmart Brands, General Merchandise, framed the launches in the company’s announcement as another step in reshaping its assortment around design and value for today’s shoppers. On Mainstays Kids, she told Fox Business that the brand grew out of research showing parents increasingly treat a child’s room as an extension of their own home and want it personalized to what the child likes, and that Walmart developed it by testing products with families and children. At more than 600 items, the line gives Walmart an owned option across most of what a parent furnishing a child’s room would buy, in a category where national brands and specialty children’s retailers have long set the reference price.

On the Hardware side, Walmart gave the new Greenworks Pro line a professional-grade label and is selling it through Business.Walmart.com, its platform for small-business and commercial customers, in addition to its stores and Walmart.com. Mass Market Retailers reported that Walmart has been investing in that channel to win more spending from professional and bulk buyers, a customer its value-oriented tool aisle has not traditionally served. The timing also comes as Hart, Walmart’s exclusive entry-level tool brand since 2019, is being discontinued by its parent, Techtronic Industries, which said in a December filing that it was ending the Hart business while keeping the brand in its portfolio.

One distinction in the announcement is worth keeping straight, because it changes what each move means for a supplier. Greenworks is an outside brand that Walmart carries on an exclusive basis, while Hyper Tough and Mainstays are owned brands the company controls outright. Walmart describes Greenworks Pro as available only at Walmart, though Greenworks Pro branding appears at other retailers in adjacent outdoor-equipment categories, so the exclusivity attaches to this specific tool line rather than to the brand as a whole.

The two segments feel the expansion differently. For first-party national-brand suppliers in tools and children’s home goods, the practical effect is more owned and exclusive product competing for the same shelf space and the same price comparison, in two categories Walmart has said it intends to keep investing in. For third-party Marketplace sellers in those categories, the pressure shows up in search visibility and the buy box, where first-party owned-brand items hold placement advantages an independent listing cannot match on price alone.

Taken together, the launches put Walmart-owned or Walmart-exclusive product across a wide price range in both departments, from entry-level Hyper Tough hand tools to a professional-grade Greenworks Pro line, and across most of a child’s room in Home. Walmart frames the moves as part of its continued investment in owned and exclusive brands, which is the signal national brands in these categories will be weighing as they plan their own shelf position.

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