Walmart has a new website for wealthy shoppers - here's what it's like

Walmart and Lord & Taylor ready for new web store rollout

Walmart Inc. said it will debut more than 125 brands on the new Lord & Taylor flagship on the revamped Walmart website.

The store will feature brand names like Tommy Bahama, Lucky Brand and Vince Camuto. Walmart has been expanding its online shopping to compete with Amazon.

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.

The assortment of Lord & Taylor products available at Walmart.com will include men's, women's, and kids' clothing, as well as shoes, accessories, and jewelry.

Over the last couple years, Walmart has pivoted to broaden its customer base by snatching up e-commerce companies that appeal to higher-income customers, including Jet, MooseJaw, ModCloth, Shoebuy, Bonobos, and Hayneedle.

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Walmart notes that customers shopping for Lord & Taylor goods via its online store will be able to narrow searches down by different categories. "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 shop, a "Premium Brands from Lord & Taylor" header will run across each premium brand page. Orders over $35 will be eligible for free two-day shipping. In addition to the items offered by L&T, Walmart.com's broader fashion offerings will highlight watches, luggage and travel, seasonal shops and premium beauty.

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.

Meanwhile Lord & Taylor, which is battling years of declining mall traffic, is hoping to get a sales boost through the new partnership.

Lord & Taylor, in turn, faces numerous obstacles that USA department stores are grappling with today.

Hudson's Bay Co. on Monday announced that Vanessa LeFebvre has been named president of Lord & Taylor, effective May 22, reporting to HBC CEO Helena Foulkes.

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