Walmart partners Lord & Taylor to launch online shop for upscale brands

The online store will feature more than 125 brands like Lucky Brand, Vince Camuto and Tommy Bahama, a move that will help the US retail broaden its target market and compete with its main rival, Amazon. 

Walmart store customers have a median household income of about USd 48,000, below the USD 56,000 of its website customers and the USD 85,000 median income of Amazon shoppers, says Craig Johnson, president of the retail group Customer Growth Partners.

With the launch of the L&T page, Walmart will have its own everyday brands and the premium Lord & Taylor brands. 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 strategy is similar to past acquisitions made by Walmart, which includes its acquisition of Bonobos and ModCloth, all of which aim to attract more middle and upper-class customers.