Published: Thu, May 17, 2018
Electronics | By Kelly Massey

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 is targeting wealthy shoppers with a new online shop that features upscale fashion brands sold by Lord & Taylor. 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.

But Walmart's partnership with Lord & Taylor, announced last November, marks a new model for the Bentonville, Ark. -based discounter. The shopping experience, which will be divvied up into Walmart's Everyday Brands and Premium Brands from Lord & Taylor sections, was meant to court high-income shoppers with its new offerings from more upscale brands.

"We see Walmart customers searching online all the time for higher-end brands", said Denise Incandela, head of fashion for Walmart e-commerce. The flagship, which will debut with more than 125 brands, including Tommy Bahama, Vince Camuto, Miss Selfridge, La La Anthony, Lucky Brand, H Halston and Effy, will be part of Walmart.com's broader fashion destination.

The assortment of Lord & Taylor products available at Walmart.com will include men's, women's, and kids' clothing, as well as shoes, accessories, and jewelry. There will be thousands of styles available from the store and it will be updated regularly. "The next step is the launch of the Lord & Taylor flagship store, which introduces exciting new premium brands to our customers". This includes free two-day shipping on all orders that come in at $35 or more. The retailer's new fashion landing page - which is part of its recent site upgrade - will soon offer shoppers two tabs: "everyday brands" and "premium brands".

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"Walmart doesn't seem like a likely choice to make a splash in fashion", said Richard Baum, managing partner of Consumer Growth Partners.

Walmart is keeping the new shop separate from its existing merchandise.

The new Walmart.com is nearly here.

Like many other United States department stores, Lord & Taylor is trying to cut physical costs while expanding online revenue. Its parent, Hudson's Bay, has downsized the company as brick-and-mortar sales fall.

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