Lord & Taylor shopping site launching on Walmart.com

What to expect from Lord & Taylor

"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".

In an effort to keep pace with Amazon, Walmart is launching a Lord &Taylor store on their website to attract upscale buyers.

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.

The arrangement, first announced in November, is geared toward giving Walmart a boost in the online market for luxury goods while helping Hudson Bay Co.'s Lord & Taylor reach new audiences.

Shoppers are actively browsing Walmart.com today for premium fashion brands, according to Denise Incandela, head of fashion for Walmart's US e-commerce business. Lord & Taylor merchandise will be labeled "Premium Brands from Lord & Taylor" on the site.

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Walmart says the new shopping experience will be rolled out "in the coming weeks". The companies have declined to talk about the financial terms of the deal, and until Tuesday, revealed few details about how the partnership would work.

But today, the company has higher aspirations - including making its website a "destination for fashion", said Denise Incandela, head of fashion for Walmart's e-commerce operations in the United States.

The new Walmart.com is nearly here. It has also rapidly expanded its online grocery service - a program that appeals to wealthier shoppers - with plans to make it available at more than 2,000 stores this year.

"This innovative flagship on Walmart.com is an entirely new model for us and demonstrates the evolution of Lord & Taylor and our commitment to advancing our digital presence", said RJ Cilley, senior vice president of digital, Lord & Taylor.

"Walmart doesn't seem like a likely choice to make a splash in fashion", said Richard Baum, managing partner of Consumer Growth Partners. These items will be available for customers that head over to the flagship online store for the retailer.

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