This is a "Walmart brand" in a similar way that Rapha and Allied are "Walmart brands": all are controlled by the Walton brothers. Viathon is a bit different because it's owned directly by Walmart Stores rather than the Waltons' investment vehicle, but I'm certain the impetus to start the brand comes from the Waltons. These guys are true cycling fans and have plowed millions into cycling brands and infrastructure recently. The bikes look really competitive as well.
These guys are multi-billionaires, they understand cycling and they're at the head of the largest and most efficient supply chain management organization in the world. Over time, I think this has the potential to be truly disruptive.