Who Owns Parent's Choice?
Parent's Choice is owned by Walmart Inc. (NYSE: WMT), a publicly traded American multinational retail corporation headquartered in Bentonville, Arkansas. Parent's Choice is Walmart's dedicated baby products private label brand, launched in 1998. The brand covers diapers, baby wipes, infant formula, baby clothing, feeding accessories, and other baby care essentials. It is not a separate company but a product line managed within Walmart's merchandising operations.
Parent Company
Walmart Inc.
Founded
1998
Status
Publicly Traded
Headquarters
Bentonville, Arkansas, USA
Who Owns Parent's Choice?
- Parent Company: Walmart Inc.
- Ownership Type: Wholly owned
- Company Type: Publicly Traded
- Stock Ticker: NYSE: WMT
| Brand | Parent Company | Ownership Type |
|---|---|---|
| Parent's Choice | Walmart Inc. | Wholly owned |
History of Parent's Choice
- Founded: 1998
- Founders: Walmart (internal development)
Parent's Choice was launched by Walmart in 1998 as the company's dedicated baby products private label brand. The brand was created to provide budget-conscious parents with affordable alternatives to national brand baby care essentials, particularly in the high-volume consumable categories of diapers, baby wipes, and infant formula, where national brand products from Pampers (Procter and Gamble), Huggies (Kimberly-Clark), and Similac (Abbott) commanded significant price premiums.
The brand launched with a focus on diapers and baby wipes, which are the highest-volume and most frequently purchased baby care products. Parent's Choice diapers were positioned as a value alternative to Pampers and Huggies, offering comparable absorbency and fit at a price point approximately 30 to 50 percent lower than the leading national brands. The brand's wipes were similarly positioned as a value alternative to Huggies and Pampers wipes.
Throughout the 2000s, Parent's Choice expanded its product range significantly, adding infant formula, baby clothing, feeding accessories (bottles, nipples, pacifiers), bath products, nursery items, and baby gear. The infant formula category was particularly significant, as formula is one of the most expensive recurring purchases for parents of infants, and Parent's Choice formula offered substantial savings relative to Similac and Enfamil (Mead Johnson/Reckitt).
The 2022 infant formula shortage in the United States, caused by a combination of supply chain disruptions and the recall of Abbott Nutrition's Similac formula following contamination concerns at its Sturgis, Michigan facility, significantly disrupted the infant formula market. Parent's Choice formula, along with other store brand formulas, experienced extraordinary demand during the shortage as parents sought alternatives to unavailable national brand products. The shortage highlighted the strategic importance of store brand formula as a supply chain diversification tool for both retailers and consumers.
In recent years, Parent's Choice has expanded its product offerings to include organic and natural variants in several categories, responding to growing consumer demand for cleaner-ingredient baby products. The brand has also improved its diaper technology, introducing features such as wetness indicators, improved elastic waistbands, and enhanced absorbency cores that narrow the performance gap with premium national brand diapers.
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 Parent's Choice Made / Based?
- Headquarters: Bentonville, Arkansas, USA
- Manufacturing / Operations: United States, China, Mexico, Canada
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Parent's Choice Ownership: Pros & Cons
Advantages
- +Walmart's position as the world's largest retailer provides Parent's Choice with distribution across approximately 4,600 U.S. Walmart stores and Walmart.com, giving the brand physical and digital reach that no independent baby care brand can match at comparable price points
- +Parent's Choice's pricing, which is typically 40 to 60 percent below comparable national brand baby care products, addresses a genuine consumer need for affordable baby care essentials among the large segment of parents who cannot afford or choose not to pay premium prices for Pampers, Huggies, or Similac
- +The 2022 infant formula shortage demonstrated the strategic value of store brand formula as a supply chain diversification tool, raising consumer awareness of Parent's Choice formula and potentially creating lasting brand trial among parents who discovered the brand during the shortage
- +Walmart's purchasing scale and supply chain expertise allow Parent's Choice to source baby care products at costs that enable aggressive retail pricing while maintaining the safety and quality standards that parents require for infant care products
Considerations
- -Parent's Choice's exclusive availability through Walmart stores and Walmart.com limits the brand's addressable market to Walmart shoppers, excluding parents who prefer to purchase baby care products through other retailers such as Target, Amazon, or specialty baby stores
- -Baby care products, particularly infant formula and diapers, are subject to intense consumer scrutiny regarding safety and quality, and any product safety issue or recall could damage consumer trust in the Parent's Choice brand and Walmart's private label program more broadly
- -The brand's budget positioning creates a perception challenge in a category where many parents are reluctant to compromise on quality for their infants, limiting Parent's Choice's appeal among higher-income parents who prioritize premium baby care products
- -Parent's Choice's dependence on contract manufacturers creates supply chain risk, as demonstrated by the 2022 formula shortage, when disruptions at a single manufacturer can create significant availability problems for the entire category
Frequently Asked Questions About Parent's Choice
Where to Buy
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Parent's Choice on AmazonCompetitors to Parent's Choice
No direct competitors found in the same category. This could be because Parent's Choiceoperates in a unique market segment or we're still building our competitor database.
Walmart Inc. Stock Information
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