With just 48 stores in the Northeast, Lord & Taylor sees the partnership as means to revive sales at the flagging chain by attracting Walmart's more affluent shoppers in areas of the country where there are no Lord & Taylor stores, say industry experts.
The Lord & Taylor online store on Walmart.com is expected to open in the coming weeks.
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.More news: Argentina WC handbook features 'guide to flirting' with Russian girls
Walmart and Lord & Taylor first announced their partnership in November.
Though Lord & Taylor already has an online shopping property, its audience is a drop in the ocean at 2.2 million compared to Walmart's 101 million.
Walmart notes that customers shopping for Lord & Taylor goods via its online store will be able to narrow searches down by different categories. These items will be available for customers that head over to the flagship online store for the retailer. This includes clothing for men, women and kids, as well as accessories and other options. According to CNBC, shoppers have been actively searching the retailer's existing ecommerce sites for premium brands, said Denise Incandela, head of fashion for Walmart's U.S. e-commerce operations. Orders $35 and up will be eligible for free two-day shipping. The retailer's new fashion landing page - which is part of its recent site upgrade - will soon offer shoppers two tabs: "everyday brands" and "premium brands".More news: Rui Faria could be offered a huge job after leaving Manchester United
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. Customers can shop fashion on Walmart.com by visiting Walmart.com/fashion.
Lord & Taylor got a lifeline from Walmart Inc.
Lord & Taylor, in turn, faces numerous obstacles that US department stores are grappling with today.More news: Democratic Primary for Nebraska's 2nd District Remains Too Close to Call
The move to Walmart by Lord & Taylor is part of the discounter's push to up its apparel game.