Walmart Launches Exclusive Online Brand for the Home

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By Published On: February 12, 20190 Comments

Touting a 35 percent increase in online visits over the last 12-months, Walmart has launched an exclusive online destination for the home.

Nearly 12-months after the US-based department store launched its new and improved online shopping destination, Walmart has unveiled another extension to its existing e-commerce offerings.

The furniture and homewares segment of Walmart’s digital offering has proven fruitful in the last year, with the company saying in a blog post that it’s seen nearly a 35 percent increase in visits to its home destination, with the bulk of its online customers spending more time on the site than they did in the past.

“While last year was all about creating this specialty shopping experience, this year, we’re focused on doubling down on growing our assortment, starting with high-quality, on-trend collections that can only be found within the Walmart e-commerce family,” Anthony Soohoo, SVP and group general manager, home, Walmart US e-commerce said.

The latest addition to its online family is MoDRN, an “exclusive online brand for the modern home”.

“Since last year, we’ve added hundreds of thousands of items to Home. And, now we’re introducing MoDRN, which will become a core part of our home offering, with new furniture and décor launching seasonally,” he announced.

The new digital brand will reportedly include three curated collections – Retro Glam, Refined Industrial and Scandinavian Minimal. According to Walmart, the combined collections will encompass nearly 650 products that span every room in the house.

“MoDRN provides the elevated look and feel that you would typically find at a specialty store, without the elevated price tag,” Soohoo said. The business also noted that prices will range from $700 to $899 for sofas, $599 to $649 for beds and $20 to $60 for barware. Indoor and outdoor dining tables and chairs will also be available for between $199 and $699.

This news comes after Walmart made the decision to remove its products from Google’s shopping platform earlier in the year. At the time, a Walmart spokesperson said that Walmart was still committed to its strategic partnership with Google, but was instead focusing on its own digital capabilities for selling its products.

To date, Walmart’s e-commerce expansion has included a number of digital brand acquisitionsinvestments in tech staff and omnichannel shopping technology that aims to enhance its in-store experience, while also boosting online sales.

In December last year, Walmart also began testing visual search technology through Hayneedle. The tech reportedly allows consumers to take a photo of furniture in a showroom or magazine and then find a comparable product on Walmart’s website. While the US-based department store is yet to launch this snap-to-shop functionality, other brands in the online homewares space currently offer similar offerings, including Amazon and Wayfair.

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