CVS Pharmacy is launching a new owned brand, Joyward, introducing a line of home décor and gift items timed for the holiday season.
Available in stores and online, Joyward includes soft throws, patterned pillows, nutcrackers, ceramic trees and curated gift sets featuring plush socks, tumblers and candles.
CVS says the brand is designed to “celebrate the joy of every season,” with collections that will expand in 2026 and beyond to cover birthdays, backyard gatherings, graduations and other milestones, along with new design trends and categories.
“Joyward represents our ongoing commitment to innovating within our store brands to help customers embrace joy and live well all year long,” said Musab Balbale, chief merchandising officer at CVS Pharmacy.
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“By bringing all of our seasonal and holiday merchandise under one cohesive brand, we’re simplifying the shopping experience and ensuring everyone can make their special moments meaningful.”
The launch supports CVS’s broader strategy to strengthen its owned-brand portfolio with products that blend design, quality and affordability.
Joyward joins brands such as WellMarket and one+other. According to Numerator, CVS private-label products reached 40% of U.S. households in 2024.
As of Sept. 30, 2025, CVS operated roughly 9,000 retail pharmacies, more than 1,000 walk-in and primary care clinics, and a pharmacy benefits manager serving about 87 million members.
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