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Lily Frilly Debuts As Walmart’s Youngest Black-Owned Brand

Lily Frilly Debuts As Walmart’s Youngest Black-Owned Brand

Retail Bum
Lily Frilly Debuts As Walmart's Youngest Black-Owned Brand

Children’s clothing and accessories brand, Lily Frilly, is making its debut at 1,102 Walmart store locations and online as the youngest Black-owned brand in the big-box retailer’s portfolio.

Lily Adeleye, a 6-year-old from Orlando, Florida co-owns the namesake brand with her mother Courtney Adeleye.

“Lily Frilly started out as a brand my daughter Lily and myself created, as I have always believed it’s important to let your children follow their passions, whether that be art, sports or in this case, growing a business,” said Courtney Adeleye mother and co-founder of Lily Frilly.

“Now, Lily Frilly has become so much more than just that – it’s become a brand children love, as well as a symbol of inspiration and confidence for young girls as well as for the black community. It’s amazing to see what kids can do, and we’re so glad Walmart is providing this platform to give Lily Frilly the room and attention it warrants.”

Through the launch, the namesake brand will offer a new assortment of hair bows, exclusively designed for the Walmart partnership. The designs include the Gold & Glitter Hair Bow, Galaxy Girl Hair Bow, Safari Party Hair Bow and the Candy Rush Hair Bow.

“We are excited to bring Lily Frilly to Walmart and honored to work with Lily Adeleye, as she represents the youngest founder among our Black-Owned business initiative,” said  Jennifer Aguirre, Omni Associate Merchant Hair Accessories at Walmart. “We have been enchanted by Lily’s ingenuity and designs. We are certain that the assortment will captivate our young customers and inspire them to express their beauty and confidence with their hair.”

The debut at Walmart marks the brand’s second launch at a major retailer, with the first being at Target just last year.

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