While you may still associate Walmart primarily with low-cost groceries and school supplies, within the last year, the retailer has made strong attempts to change that perception.
Not only has Walmart partnered with well-established fashion names as part of its strategic plan, it also started making made several acquisitions, starting late last year, which included fashion labels like Modcloth and Bonobos.
Walmart is now putting a partnership with Lord & Taylor down in the books.
On Wednesday, Walmart made the announcement that Walmart.com will serve as the official host for Lord & Taylor’s “flagship online store” starting in spring 2018.
The plan is to offer up a “specialized online experience offering premium fashion brands directly from the Lord & Taylor flagship.”
Customers can expect more than 125 brands to be featured, including:
- Tommy Bahama
- Lucky Brand
- H Halston
- Vince Camuto
And to make sure offering are distinct and clear, customers will see a banner with the words “Premium Brands from Lord & Taylor” on relevant pages.
In a statement, Denise Incandela, Head of Fashion, Walmart U.S. eCommerce says:
“Our goal is to create a premium fashion destination on Walmart.com.”
Incandela also notes:
“We see customers on our site searching for higher-end items, and we are expanding our business online to focus on adding specialized and premium shopping experiences, starting with fashion. We’re excited that Lord & Taylor is part of the team we’re working with as we continue to create a new Walmart.com.”
With that in mind, Walmart is planning to evolve how customers can shop fashion on the site. The retailer plans on adding elements of discovery and inspiration.
And as part of this experience, not only will Lord & Taylor have a dedicated store on Walmart.com but they will also have one on the Walmart app that will reflect the premium fashion it is known for.
Liz Rodbell, President of Lord & Taylor says:
“As retail continues to change, this flagship store creates enormous growth opportunities for Lord & Taylor and our brand partners.”
Rodbell also says:
“Our customers trust us to deliver high-quality fashion apparel and accessories, and we will soon be able to extend the reach of that offering to new customers through this flagship store. Walmart.com is a shopping destination that reaches a wide base of customers looking for premium fashion brands. They are a great company for us to work with as we continue to grow our digital presence.”