You may still associate Walmart primarily with low-cost groceries and school supplies, but the retailer is trying to shift that perception, and partnering with well-established fashion names is part of its plan. Late last year, it acquired fashion labels Modcloth and Bonobos, and now it's adding an almost 200-year-old department store to its roster. On Wednesday, Walmart announced a partnership with Lord & Taylor that will see Walmart.com serving as the official host for Lord & Taylor's "flagship online store."
The new digital shopping destination will feature more than 125 brands from Lord & Taylor's premium offerings, including Tommy Bahama, Lucky Brand, H Halston, Vince Camuto and more. To differentiate these offerings from Walmart's lower-priced labels, customers will see a banner with the words "Premium Brands from Lord & Taylor" on relevant pages.
The news comes just months after Lord & Taylor sold its brick-and-mortar flagship store on Fifth Avenue.
"As part of... our commitment to establish Walmart.com as a destination for fashion, we recently relaunched our new fashion shopping experience. The new experience is aligned with how customers shop the category, with editorial elements that inspire customers to browse and buy, and has already generated positive customer response," Denise Incandela, head of fashion for Walmart e-commerce, said in a release. "The next step is the launch of the Lord & Taylor flagship store."
Lord & Taylor's offerings on Walmart.com will cover a range of categories including men's, women's and kids' clothing, and will be updated daily.
"This innovative flagship on Walmart.com is an entirely new model for us and demonstrates the evolution of Lord & Taylor and our commitment to advancing our digital presence," said RJ Cilley, SVP of digital at Lord & Taylor. "We are excited for the opportunity to serve exponentially more customers with our premium fashion offerings, including our famous dress selection."