Tuesday, 22 May, 2018

Walmart and Lord & Taylor ready for new web store rollout

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Cecil Davis | 17 May, 2018, 04:23

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.

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.

The online boutique will debut with more than 125 names, including Vince Camuto, Miss Selfridge, Lucky Brand, Tommy Bahama, H Halston, La La Anthony and Effy.

The arrangement, first announced in November, is geared toward giving Walmart a boost in the online market for luxury goods while helping Hudson Bay Co.'s Lord & Taylor reach new audiences.

Meanwhile, Walmart says it has been able to attract higher-income shoppers through its personal shopping service that lets online shoppers at about 1,200 stores pick up their orders curbside. The Bentonville, Ark., store wants its site to become "a destination for fashion", said Denise Incandela, head of fashion for Walmart US e-commerce.

Walmart is keeping the new shop separate from its existing merchandise.

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The clothing that Walmart sells will live under the "everyday brands" tab, and the Lord & Taylor assortment will live under the "premium brands" tab. These items will be available for customers that head over to the flagship online store for the retailer. "The next step is the launch of the Lord & Taylor flagship store, which introduces exciting new premium brands to our customers".

The companies declined to reveal financial details of the partnership.

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

The new premium tab on Walmart.com is the latest in a series of moves by Walmart created to target wealthy shoppers, which the retail giant has historically ignored in favor of customers at the opposite end of the income spectrum.

Walmart also points out that customers that shop from the Lord & Taylor flagship store on its website will still get the same benefits as shopping on other parts of the site.