Walmart Goes Upscale, Offering Lord & Taylor Brands

Walmart Goes Upscale, Offering Lord & Taylor Brands

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.

Shoppers are actively browsing Walmart.com today for premium fashion brands, according to Denise Incandela, head of fashion for Walmart's USA e-commerce business.

"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".

Walmart.com and Lord & Taylor today announced that the companies will begin to roll out the new Lord & Taylor flagship store on Walmart.com in the coming weeks. To distinguish the new flagship site, a Premium Brands from Lord & Taylor header will run across each premium brand page.

While the new deal may help the old retailer out of a bind, it also will allow Walmart to enter the high-end fashion and accessories business.

The price differences between the two tabs is significant.

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The partnership with Lord & Taylor was announced last fall.

The new Walmart.com is nearly here. There will be thousands of styles available from the store and it will be updated regularly. It has also rapidly expanded its online grocery service - a program that appeals to wealthier shoppers - with plans to make it available at more than 2,000 stores this year.

The luxury department store chain, which formally announced a partnership with Walmart late previous year, will earn a dedicated spot on the site's homepage, allowing it to market its extensive brand portfolio to the retail giant's estimated 100 million unique visitors every month, according to comScore data.

The companies declined to reveal financial details of the partnership.

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 an example of how we are thinking differently and innovating", RJ Cilley, senior vice president of Lord & Taylor's digital division, said about Walmart, speaking on a call with members of the media. "This is a completely new model for us".

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