TECHNOLOGY

Walmart ramps up exclusive online home offerings with new celebrity line

BY Marianne Wilson

Another popular celebrity is collaborating with the nation’s largest retailer on an exclusive collection — and this one is available online only.

Walmart and actress Drew Barrymore announced the launch of Drew Barrymore Flower Home, an eclectic assortment of furniture and décor inspired by Barrymore’s travels and familiar places she loves. The line is available online only, on Walmart.com, Jet.com and Hayneedle.com.

During the past few months, Walmart has partnered with television personalities Ellen DeGeneres and Sofia Vergara to launch clothing lines. And fashion stars Kylie Jenner and Kendall Jenner have their own line of handbags available at the discounter.

Walmart’s new home décor line is comprised of more than 200 home furnishing items, including furniture, curtains, textiles, wall art, ceramics, pet beds and more, ranging in price from $18 for ceramic vases to $899 for a mid-century sofa. New collections will launch seasonally. The retailer said that Barrymore worked in close collaboration with the Walmart.com design team to create the collection, which it described as featuring a mix of bold prints, feminine patterns, fresh colorways and functional silhouettes.

During the past few months, Walmart has been doubling down on home and expanding its growing collection of exclusive online-only brands. In February, it introducing, MoDRN, a 600-item home brand aimed at customers with a “modern aesthetic.” It also an online-only brand. The launch of MoDRN came nearly a year after Walmart unveiled its enhanced online destination for home goods.

“Our vision and purpose are for Walmart to be the most inspiring and accessible place online to design and decorate your living space while saving you time, effort and money,” said Anthony Soohoo, senior VP and group general manager for home at Walmart U.S. eCommerce. “Drew Barrymore Flower Home is the latest addition to our high-quality, on-trend home assortment and another example of how we’re making a beautiful home possible for our customers.”

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