Walmart’s Free Assembly Trademark Filing Signals a Shift in Sleepwear Trends

For years, Walmart has been the go-to spot for running errands in total comfort - sometimes even in pajamas. Whether it’s after a morning school drop-off or a midday grocery run, let’s be honest: ever since the pandemic made all-day PJs socially acceptable, the habit stuck. Now, Walmart is taking things a step further. They’re not just embracing the loungewear lifestyle; they’re looking to outfit shoppers in it. So, the next time you see someone strolling the aisles in a cozy robe, they might just be on brand.

The trademark filing: What we know

On February 5, 2025, Walmart filed a trademark application for Free Assembly. This collection will include nightwear, sleepwear, pajamas, and robes, all categorized under clothing products and awaiting approval from the United States Patent and Trademark Organization (USPTO). When Sam Walton first envisioned Walmart, he probably never imagined the company styling Americans for bedtime.  Yet, here we are. Walmart has gone from serving everyday shoppers to dressing them for a good night’s sleep.

Free Assembly isn’t a new name. The fashion brand first launched in 2020, focusing on affordable, high-quality basics for men and women. 

Why Walmart is expanding into sleepwear

This filing could signal Walmart’s plan to expand beyond casual wear. Nightwear is already familiar territory for them after all; they previously launched Joyspun, a lingerie and sleepwear line. But unlike Joyspun, which focuses on intimate and sexy sleepwear, Free Assembly might be all about everyday comfort.

This filing also shows Walmart’s ability to keep up with changing consumer habits. Loungewear is more popular than ever. People are coordinating their pajamas with their bedding and matching their sleepwear to their home aesthetics. Walmart has taken notice. Free Assembly isn’t just another clothing line; it’s a statement. One that says, “We see you, and we got you.”

Walmart’s fashion ambitions: staying competitive in retail

It’s also a smart move in the competitive retail market. Amazon, Target, and other retail giants are already pushing affordable, stylish clothing. Walmart needs to keep up, and launching a fresh line of sleepwear is one way to do it. This new trademark could even put them in direct competition with established sleepwear brands like Victoria’s Secret.

One thing is clear: Walmart is establishing itself as a fashion-forward retailer. As it continues to expand its presence in the industry, its next bold move is only a matter of time.