Walmart has now made a massive shift to push towards online apparel to compete with Amazon. Walmart is betting on four new private fashion brands to push them to the front.

“Seeking higher margins via higher-priced goods, Walmart is looking to woo more affluent shoppers who buy technology and groceries at the chain but would typically walk past its fashion and beauty aisles,” Preston Bottomy, general manager of prestige beauty, said.

The brands launching for Walmart are Time and Tru for women, plus size label Terra & Sky, Wonder Nation for kids and also the relaunch of George, a brand exclusively for men.

Walmart, in the past, has struggled to find a good fashion niche in apparel beyond basic tee’s. As Amazon continues to spread in all categories, Walmart has started becoming more and more vulnerable to the online giant, as their competitor constantly betters price and convenience.

According to Matthew Kaness, the new executive in residence and vice president of Walmart US e-commerce, the retail brand is taking a more curated approach to enhancing its product mix across all categories.