You Can Soon Shop These Popular Lord & Taylor Brands on Walmart.com

You Can Soon Shop These Popular Lord & Taylor Brands on Walmart.com

Adding new retail brands and products to its website will help Walmart compete with Amazon, which is poised to surpass Walmart to become the number one apparel retailer in the country later this year.

But Walmart's partnership with Lord & Taylor, announced last November, marks a new model for the Bentonville, Ark. -based discounter.

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The shop, which is launching in the coming weeks, will be accessible through a new tab on Walmart's website called "premium brands".

Walmart, long known for its "everyday low prices" mantra and as a place for basics, wants shoppers to think of it as a source for style and upscale fashion as it tries to reach more affluent customers. "The next step is the launch of the Lord & Taylor flagship store, which introduces exciting new premium brands to our customers". "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. The Lord & Taylor flagship will include men's, kid's, and women's clothing and accessories. "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". This includes free two-day shipping on all orders that come in at $35 or more.

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Meanwhile Lord & Taylor, which is battling years of declining mall traffic, is hoping to get a sales boost through the new partnership. Walmart.com's new fashion experience will consist of two shops: Everyday Brands and Premium Brands.

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.

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Lord & Taylor, in turn, faces numerous obstacles that US department stores are grappling with today. It is part of the Hudson's Bay Company brand portfolio.

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