U.S. retailer Walmart is currently creating an online luxury fashion site. The big-box retailer on Monday announced it has tied up with Lord & Taylor to create a flagship store online for the retailer of apparel.
The landing page is launching during the spring of 2018 on Walmart.com.
Walmart’s head of fashion for the retailer’s e-commerce division in the U.S., Denise Incandela said that the goal is creating a destination for premium fashion on Walmart.com.
She added that Walmart sees customers on its site searching for items that are higher-end, and we have decided to expand the online business to focus on the addition of a premium and specialized shopping experience beginning with fashion.
Previously Incandela was the CMO at Saks Fifth Avenue, which just like Lord & Taylor, is owned by Hudson’s Bay.
She moved from Saks to Walmart last month and has the responsibility of the fashion business at the company across its three largest online e-commerce sites Walmart.com, Shoes.com and Jet.com
Through its partnership, Walmart will provide a dedicated space to Lord & Taylor on Walmart.com, as the fashion chain continues to operate its e-commerce platform.
Walmart.com has become a shopping destination reaching a broad base of clients looking to purchase premium brands, said Liz Rodbell the president of Lord & Taylor. As change continues in the retail world, this flagship store will create enormous potential for growth for Lord & Taylor and its partners.
In October rumors swirled that the deal would be reached.
The Wall Street Journal at that time reported that the decision to do this was a broader effort by Walmart to build an online shopping destination that rivaled that of its biggest competitor Amazon.com.
Walmart’s strategy of recent has been acquiring smaller brands, of which many have focus on fashion. Its list of apparel as well as accessories brands has grown to include Bonobos, Shoebuy, Moosejaw and Modcloth. In an attempt to increase its offering of groceries, Walmart acquired Jet.com, bringing Marc Lore the co-founder of Quidsi to its team of management.
Lore specifically said that he wants to give an evaluation to all Walmart.com brands during a recent call with investors and explained that Walmart is planning to redesign its entire website and focus on fashion and household goods.