Walmart to debut more than 125 brands with Lord & Taylor online flagship

Walmart to debut more than 125 brands with Lord & Taylor online flagship

Walmart to debut more than 125 brands with Lord & Taylor online flagship

Walmart, long known for its "everyday low prices" mantra and as a place for basics, wants shoppers to think of it as a source for style and upscale fashion as it tries to reach more affluent customers.

Yes, the odd couple marriage between Lord & Taylor and Walmart.com, expected to debut in the coming weeks, will pull together some disparate brands.

Lord & Taylor

Walmart and Lord & Taylor first announced their partnership in November.

"As part of the Walmart.com redesign, and our commitment to establish Walmart.com as a destination for fashion, we recently relaunched our new fashion shopping experience", Denise Incandela, Head of Fashion at Walmart U.S. e-commerce, said in a statement.

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Walmart is keeping the new shop separate from its existing merchandise. A separate tab will house Walmart's Everyday Brands, which will be "part of Walmart.com's broader fashion destination". According to CNBC, shoppers have been actively searching the retailer's existing ecommerce sites for premium brands, said Denise Incandela, head of fashion for Walmart's United States e-commerce operations. The companies have declined to talk about the financial terms of the deal, and until Tuesday, revealed few details about how the partnership would work.

"Walmart doesn't seem like a likely choice to make a splash in fashion", said Richard Baum, managing partner of Consumer Growth Partners. "The next step is the launch of the Lord & Taylor flagship store, which introduces exciting new premium brands to our customers".

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Walmart store customers have a median household income of about $48,000, below the $56,000 of its website customers and the $85,000 median income of Amazon shoppers, says Craig Johnson, president of the retail group Customer Growth Partners. Visit MarketWatch.com for more information on this news.

When customers order items carried by Lord & Taylor on Walmart's website, the transaction will be completed by Walmart.com, but the order will be fulfilled by Lord & Taylor. "This is a completely new model for us".

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