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 is launching a Lord + Taylor store on its website.
The company's Premium Brands section will include offerings from more than 125 Lord & Taylor brands, including Tommy Bahama, Vince Camuto, Miss Selfridge, and Lucky Brand.
Prices on Lord & Taylor.com and Walmart.com will be the same, said the companies.
The deal does offer special advantages for Walmart, which is generally considered a downmarket retail brand, both online and at its almost 12,000 stores worldwide.
Walmart store customers have a median household income of about $48,000, below the $56,000 of its website customers and the $85,000 median income of Amazon shoppers, says Craig Johnson, president of the retail group Customer Growth Partners. This includes clothing for men, women and kids, as well as accessories and other options. "The next step is the launch of the Lord & Taylor flagship store, which introduces exciting new premium brands to our customers". Orders $35 and up will be eligible for free two-day shipping.
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The Lord & Taylor flagship store complements Walmart.com's everyday fashion assortment of millions of affordable, on-trend items.
With the launch of the L&T page, Walmart will have its own everyday brands and the premium Lord & Taylor brands.
Walmart notes that customers shopping for Lord & Taylor goods via its online store will be able to narrow searches down by different categories.
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. Visit MarketWatch.com for more information on this news.
Lord & Taylor, in turn, faces numerous obstacles that USA department stores are grappling with today. Its parent, Hudson's Bay, has downsized the company as brick-and-mortar sales fall.