Walmart announced this week that they are ready to launch Lord & Taylor’s luxury products on Walmart.com. This partnership, originally announced in November, is an attempt for both Walmart and Lord & Taylor to compete with large online retailers like Amazon.com.
For Walmart this is part of a broader campaign to offer premium brands to its online customers at an affordable price. “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. 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,” said Denise Incandela, Head of Fashion, Walmart U.S. eCommerce.
More than 125 brands will be offered, including H Halston, Effy, Vince Camuto, Miss Selfridge, La La Anthony, and Lucky Brand. Men’s, women’s and kids’ clothing, as well as shoes, jewelry, and accessories will all be offered on the new site.
“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 Lord & Taylor. “We are excited for the opportunity to serve exponentially more customers with our premium fashion offerings, including our famous dress selection and many stylish brands.”
To distinguish Walmart.com’s premium brands from their everyday brands, each page will contain a header that reads “Premium Brands from Lord & Taylor.” The site is expected to go live in the following weeks.