TECHNOLOGY

Walmart takes aim at West Elm, Wayfair and others with new home brand

BY Dan Berthiaume

Walmart is doubling down on home and expanding its growing collection of exclusive online-only brands with a big new launch.

The chain is introducing, MoDRN, a home brand aimed at customers with a “modern aesthetic.” The brand features nearly 650 items across every room in the house and is divided into three collections – retro glam, refined industrial, and Scandinavian minimal.

Prices range from $700 to $899 for sofas, $599 to $649 for beds, $20 to $60 for barware, and $199 to $699 for indoor and outdoor dining tables and chairs. The line is now available on Walmart.com, Jet.com and Hayneedle.com.

Walmart says MoDRN will become a core part of its home offering, with new furniture and décor launching seasonally. MoDRN products are available on Walmart.com, Jet.com, and Hayneedle.com. The discount giant said it also has other exclusive home collections slated to launch in the coming months.

The launch of MoDRN comes nearly a year after Walmart unveiled its enhanced online destination for home goods. According to the retailer, visits to the site are up 35% since it went live.

“While last year was all about creating this specialty shopping experience, this year, we’re focused on doubling down on growing our assortment, starting with high-quality, on-trend collections that can only be found within the Walmart e-commerce family,” said Anthony Soohoo, senior VP and group GM, Home, Wal-Mart U.S. e-commerce. “I’m proud of the shopping experience we’ve developed. Customers are telling us how easy we’ve made it to discover the latest home products and trends. Now, they can shop for everything they need for their modern homes too.”

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