NEW YORK, June 13 (Reuters) - Walmart ( WMT ) will relaunch a

private-label brand targeted at Gen Z customers, it announced on

Thursday, to take on rivals and cross-sell products to

customers.

Walmart ( WMT ) will relaunch its 30-year-old 'No Boundaries'

private-label fashion line in July offering products popular

with Gen Z including oversized tees and baggy jeans, Denise

Incandela, executive vice president of fashion at Walmart U.S.,

told a conference in New York. The brand drives $2 billion in

sales for Walmart ( WMT ) annually.

The range of 130 items will include men's and women's wear,

intimates, shoes and a plant-based bra, whose pads are made out

of 75% sugarcane, a Walmart ( WMT ) spokesperson said.

She added that 80% of the products will be priced below $15,

but will also include products priced at $5 such as printed

tees, shirt tail dresses and short shorts.

"We are going after this Gen Z target market in a big way,"

Incandela said at the CommerceNext conference in New York,

adding that the launch would be backed by big marketing push on

TikTok, Roblox and Instagram. Incandela noted that 80 million

Gen Z users use Roblox for about two hours every day, making it

a good opportunity to connect with this cohort.

Walmart's ( WMT ) core customer is typically older than Gen Z -

those born between 1997 and 2012 - but it says it has

increasingly been attracting new demographics of customers due

to its heft in grocery. Shoppers have been focused on food and

essentials for the past two years due to high inflation and

interest rates, driving Walmart's ( WMT ) annual sales to new records.

As more Gen Z customers come in to buy shampoo and bananas

at Walmart ( WMT ), it gives the company a better chance to cross-sell

products, the Walmart ( WMT ) spokesperson said.

"We feel we are uniquely positioned to win with Gen Z

because of our price points," Incandela said.