Walmart is overhauling its retail merchandising approach by bringing together its fashion, home, and beauty divisions into one newly formed Style Strategic Business Unit. Denise Incandela will steer this unit as its leader.
Transformative Restructuring Rewrites Retail Playbook
In a major shift that comes nearly twenty years after the launch of “Project Impact,” Walmart looks to revisit and refocus its non-grocery categories. Julie Barber, the company’s chief merchant, detailed in a memo that the new Style Strategic Business Unit will unify the fashion, home, and beauty teams. The intent is to harmonize Walmart’s approach to style and reinforce its presence in thriving, style-driven retail sectors.
Having joined the retailer from Aerosoles about ten years ago, Denise Incandela now heads this consolidated style group. In her prior tenure as executive vice president of fashion for Walmart U.S., she led multiple projects—including the 2017 partnership with Lord & Taylor and the comprehensive overhaul of Walmart’s private apparel lines in 2018.
Redefined Leadership Structure and Role Changes
Leadership responsibilities will expand and evolve for both existing and upcoming team members within the new structure. Barber’s memo describes plans to recruit a senior vice president of fashion merchandising—a newly created, pivotal role. Laura Janney, who was responsible for kids, shoes, and jewelry, will now serve as senior vice president overseeing women’s, intimates, and men’s products. Janney and Jessica Schaff—an executive in Walmart Fashion—will both report to the future SVP of fashion merchandising.
The team managed by Kaitlyn Shadiow, which focuses on entertainment, toys, seasonal, hardlines, and home, will be absorbed into the style group’s domain. Josh Camarena and the design crew will join forces with Paul Wreakes, vice president of fashion brand and design. In her new reporting line, Casey Davies—formerly focused on private label strategy—will now work under Camarena’s leadership in the restructured organization.
Bringing along experience from the consumables sector, Vinima Shekhar and the beauty merchandising team will move to the style organization. Leslie Leonard will become senior vice president of merchandising enablement, responsible for driving inventory execution, while Todd Owen will oversee merchandising execution specifically within the style business. Christine Solley-Kane and her home product development team will be brought into the Style Private Brands group, led by Jen Jackson Brown, with Lauren Pakan continuing in business development within this unit.
Renewed Emphasis on Style and Trend Innovation
This expansive reorganization is designed to modernize Walmart’s merchandising strategy and make strong progress toward becoming a leader in style and trend. Barber highlighted that aligning “teams, expertise and capabilities more closely” is central to building on current momentum across these lines. As she explained, Walmart’s renewed focus is to deliver “the offerings and experiences customers love most,” explicitly naming Style & Trend as essential to the company’s growth plan.
Past initiatives illuminating Walmart’s evolving business include projects like Project Impact and several apparel brand acquisitions, including Bonobos and Moosejaw. Even though those brands have since been sold off (see here), Walmart has stayed committed to elevating its style business through a variety of leadership strategies and structural changes.
Delivering a Seamless Customer Experience
Addressing the rise in consumer expectations, Barber noted that customers seek “inspiration, relevant trends, and solutions for their lives, whether they’re shopping Fashion, Home, Beauty or across our broader assortment in-store and online.” This consolidated business unit is set to foster a more holistic and innovative approach by uniting related teams and streamlining decision-making across departments.
Through this unified strategy, Walmart aims to swiftly respond to shifting preferences, encourage trend-centric shopping, and distinguish itself as a leader—while leveraging its significant reach in the U.S. retail sector.