Who Owns onn?
onn is owned by Walmart Inc. (NYSE: WMT), a publicly traded American multinational retail corporation headquartered in Bentonville, Arkansas. onn is Walmart's dedicated consumer electronics private label brand, launched in 2018. The brand is not a separate company but a product line managed within Walmart's merchandising operations. Walmart is the world's largest company by revenue, with fiscal year 2025 revenues of approximately $680 billion.
Parent Company
Walmart Inc.
Founded
2018
Status
Publicly Traded
Headquarters
Bentonville, Arkansas, USA
Who Owns onn?
- Parent Company: Walmart Inc.
- Ownership Type: Wholly owned
- Company Type: Publicly Traded
- Stock Ticker: NYSE: WMT
| Brand | Parent Company | Ownership Type |
|---|---|---|
| onn | Walmart Inc. | Wholly owned |
History of onn
- Founded: 2018
- Founders: Walmart (internal development)
onn was launched by Walmart in 2018 as the company's dedicated consumer electronics private label brand. The brand was created to consolidate Walmart's various electronics private label offerings under a single, unified brand identity, replacing earlier Walmart electronics private labels including Durabrand, which had been used for televisions and other electronics since the early 2000s.
The onn brand launched with a focus on audio accessories, including headphones, earbuds, and portable speakers, which were among the highest-volume electronics categories at Walmart and offered clear opportunities for private label substitution of national brand products. The brand's name, styled in lowercase, was designed to convey simplicity and accessibility, consistent with Walmart's value-oriented positioning.
In 2019 and 2020, onn expanded significantly into televisions, launching a range of LED and 4K televisions at price points substantially below comparable national brand models from Samsung, LG, and TCL. The onn television line quickly became one of the best-selling television brands at Walmart by unit volume, driven by aggressive pricing that made large-screen televisions accessible to budget-conscious consumers. The brand's 70-inch 4K television, priced at approximately $400 to $500, became a particularly notable product for demonstrating the value proposition of private label electronics.
In 2021, Walmart partnered with Roku to integrate Roku's operating system into onn-branded smart televisions, a significant upgrade from the proprietary smart TV software that onn had previously used. The Roku integration gave onn televisions access to Roku's extensive content ecosystem, including thousands of streaming channels, and substantially improved the user experience relative to earlier onn smart TV models. This partnership made onn Roku TVs among the most affordable Roku-powered televisions available in the United States.
onn subsequently expanded into tablets, launching Android-based tablets at price points ranging from approximately $50 to $130, competing directly with Amazon's Fire tablet lineup. The brand also expanded into gaming accessories, computer peripherals, and a broader range of audio products. As of February 2026, onn offers one of the most comprehensive private label electronics ranges of any U.S. retailer, spanning televisions, tablets, headphones, speakers, streaming devices, gaming accessories, and computer peripherals.
About Walmart Inc.
What does Walmart own?
Walmart Inc. owns and operates Walmart discount stores, Walmart Supercenters, Walmart Neighborhood Markets, and Sam's Club warehouse clubs in the United States. Internationally, Walmart owns a majority stake in Flipkart, India's leading e-commerce platform; Walmart Mexico (Walmex), the largest retailer in Mexico; Walmart Canada; and operations in Central America, Chile, China, and other markets. Walmart also owns Walmart+, its subscription membership service, and Walmart Connect, its retail media advertising network.
Is Walmart publicly traded?
Yes, Walmart Inc. is listed on the New York Stock Exchange under ticker WMT. The company has been publicly listed since 1970. The Walton family, descendants of founder Sam Walton, collectively hold approximately 46% of Walmart's shares through Walton Enterprises LLC and other entities, giving them effective control over the company. The remaining shares are held by institutional investors and public shareholders.
Who founded Walmart?
Walmart was founded by Sam Walton, who opened the first Walmart store in Rogers, Arkansas on July 2, 1962. Walton had previously operated Ben Franklin variety stores as a franchisee and had developed a deep understanding of retail operations. His concept was to offer a wide range of merchandise at consistently low prices in smaller towns underserved by larger retailers. Sam Walton died in April 1992 at the age of 74. The Walton family continues to hold a controlling stake in the company.
Where is Walmart headquartered?
Walmart is headquartered in Bentonville, Arkansas, USA, where the company has been based since its founding. The company's global headquarters and principal executive offices are located in Bentonville. Walmart operates more than 10,500 stores and clubs across more than 20 countries, with its largest concentration of stores in the United States.
How many stores does Walmart operate?
Walmart operates more than 10,500 stores and clubs across more than 20 countries. In the United States, Walmart operates approximately 4,600 stores under the Walmart banner and approximately 600 Sam's Club locations. Internationally, Walmart operates stores in Mexico, Canada, China, Central America, Chile, and other markets, and holds a majority stake in Flipkart, India's leading e-commerce platform.
Who owns Walmart?
Walmart Inc. is publicly traded on the NYSE, but the Walton family holds a controlling interest of approximately 46% of shares through Walton Enterprises LLC and other entities. The Walton family, descendants of founder Sam Walton, are among the wealthiest families in the world as a result of this stake. The remaining approximately 54% of shares are held by institutional investors and public shareholders. Doug McMillon serves as President and CEO.
- Founded: 1962
- Headquarters: Bentonville, Arkansas, USA
- Company Type: Publicly Traded
- Stock: NYSE: WMT
Where Is onn Made / Based?
- Headquarters: Bentonville, Arkansas, USA
- Manufacturing / Operations: China (primary production), Vietnam, Mexico
Brands Owned by Walmart Inc.
- Allswell - Walmart's direct-to-consumer mattress and bedding brand offering quality sleep p...
- Better Homes & Gardens - Licensed home goods brand available exclusively at Walmart, offering stylish fur...
- bettergoods - Walmart's elevated private label food brand launched in 2024, offering chef-insp...
- Durabrand - Walmart's private label electronics brand originally launched in 1999, offering ...
- Equate - Walmart's flagship health and beauty private label brand with 75% U.S. household...
- Fabuloso - Walmart-owned multipurpose cleaner brand offering affordable and effective clean...
- Flipkart - Indian e-commerce platform owned by Walmart, offering online retail, electronics...
- Freshness Guaranteed - Walmart's fresh produce and perishable foods brand offering quality fruits, vege...
- George - Walmart's flagship clothing brand offering affordable and stylish apparel for me...
- Great Value - Walmart's private label brand offering affordable groceries and household produc...
- Mainstays - Walmart's primary private label brand offering affordable home furniture, beddin...
- Marketside - Walmart's fresh and prepared foods brand offering restaurant-quality deli items,...
- Ol' Roy - Walmart's private label dog food brand offering affordable dry and canned dog fo...
- Parent's Choice - Walmart's private label baby products brand offering affordable diapers, wipes, ...
- Pen+Gear - Walmart's private label office supplies brand offering affordable paper, writing...
- The Pioneer Woman - Licensed kitchenware and home decor brand created by Ree Drummond, featuring rus...
- Protective - Walmart's private label cleaning supplies brand offering affordable household cl...
- Pure Balance - Walmart's pet food brand offering natural and nutritious food options for dogs a...
- Sam's Choice - Walmart's premium private label brand offering higher-quality groceries, beverag...
- Scoop - Walmart's laundry detergent brand offering affordable and effective cleaning sol...
- Simply Basic - Walmart's private label brand offering essential personal care and beauty produc...
- Spring Valley - Walmart's private label brand offering vitamins, supplements, and herbal product...
- Terra & Sky - Walmart's plus-size women's clothing brand offering stylish and comfortable appa...
- Time and Tru - Walmart's women's clothing brand offering stylish and affordable apparel with a ...
- Wonder Nation - Walmart's children's clothing brand offering durable, comfortable, and stylish a...
onn Ownership: Pros & Cons
Advantages
- +Walmart's position as the world's largest retailer by revenue provides onn with unmatched retail distribution, with the brand available in approximately 4,600 Walmart stores across the United States and on Walmart.com, giving it physical and digital reach that no independent electronics brand can match at comparable price points
- +The Roku operating system integration in onn smart televisions provides a premium user experience at budget price points, as Roku's platform is widely regarded as one of the best smart TV interfaces available and gives onn TVs access to thousands of streaming channels
- +Walmart's purchasing scale and supply chain expertise allow onn to source electronics components and finished products at costs that enable aggressive retail pricing, typically 20 to 40 percent below comparable national brand products
- +onn's exclusive availability through Walmart channels creates a competitive moat, as consumers who want onn products must shop at Walmart, driving store traffic and cross-category purchases that benefit Walmart's overall business
Considerations
- -onn's exclusive availability through Walmart stores and Walmart.com limits the brand's addressable market to Walmart shoppers, excluding consumers who prefer to purchase electronics through other retailers such as Best Buy, Amazon, or Target
- -The brand's budget positioning and private label status mean that onn products are perceived as lower quality than national brand alternatives by some consumers, limiting the brand's appeal in product categories where brand perception and perceived quality are important purchase drivers
- -onn's dependence on contract manufacturers in China creates supply chain risk from tariffs, trade policy changes, and geopolitical tensions that could increase production costs and compress the price advantage that is the brand's primary competitive differentiator
- -The consumer electronics market's rapid technology cycles require continuous product development investment to keep onn's specifications competitive with national brand products, creating ongoing R&D and sourcing costs that must be managed within Walmart's private label margin structure
Frequently Asked Questions About onn
Where to Buy
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onn on AmazonCompetitors to onn
No direct competitors found in the same category. This could be because onnoperates in a unique market segment or we're still building our competitor database.
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