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Last week Walmart announced that it’s launching two new standalone brands: Allswell for mattresses and other bedding products, and Co Squared for beauty and personal care. These are the first two standalone brands Walmart has launched since its Bonobos and Jet.com acquisitions. We discuss how these brands will scale, what it means for other digitally-native brand competitors, and what Walmart’s plans are for these brands in its larger ecosystem.

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