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11/01/2021

Walmart partners with Elton John in new exclusive eyewear brand

Dan Berthiaume
Senior Editor, Technology
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Elton John is lending some serious star power to Walmart’s eyewear assortment.

Walmart is collaborating with a pop music icon to produce several eyewear collections that will only be available via Walmart and Sam’s Club.

Music legend Elton John collaborated closely with Walmart and Sam’s Club on the development of the new Elton John Eyewear brand. Each pair of glasses is inspired by John’s style and career, and John personally named each frame style, such as “Rocketman.”

Elton John Eyewear is being released in three collections. The Foundations Collection will be available for purchase nationwide in Sam’s Club vision centers and on samsclub.com on Monday, Nov. 1, and at Walmart later this week. The Foundations Collection includes 60 frames in total, with 36 frames that are unique to Sam’s Club and 24 frames that are unique to Walmart. The frames will retail between $95-$100 and are available in prescription, non-prescription, sun and reader categories.

Each frame is embolized with a signature temple tip silhouette with “E” Star mark and Elton John iconic star brand detailing.

Sam’s Club will also offer its members two additional collection. The Capsule Collection, designed for collectability, consists of two separate capsules. “The Formative Years” (Capsule I), and “The Working Musician” (Capsule II). Currently, five Capsule Collections are planned.

Sam’s Club will also launch the online-only Master CollectionDrawn from Elton’s personal collection, the Master Collection will recreate and reissue some of the glasses John has worn while performing with “collector” frames that are only available at samsclub.com. Each frame will be signed, numbered and sold in limited quantities, with prices starting at $350.

In 2022, Elton John Eyewear is expected to offer additional frames, as well as expand its reach to additional locations across Walmart Inc. retail stores globally. During the past few years, Walmart has focused on expanding and elevating its home and fashion assortments as its looks to widen its appeal. Earlier this year, the retail giant named fashion designer and “Project Runway” judge Brandon Maxwell as creative director of its private-label brands Free Assembly and Scoop. 

Walmart Inc. will donate a minimum of $1 million annually from the Elton John Eyewear collection to support the Elton John AIDS Foundation.

“Elton John Eyewear celebrates confidence, self-expression, and authenticity,” said John. “The line is designed to have something for everyone, so no matter who you are, you can always Look Yourself. It’s not just about glasses, it’s about changing the way people see themselves.”

“Our customers and members are going to love this collection. We’re thrilled to celebrate Elton John’s creativity and iconic style by launching a fun, on-trend eyewear collection that will help customers feel their best, all at an everyday low price,” said Janey Whiteside, executive vice president and chief customer officer, Walmart U.S. “On top of that, we’re proud to shine a light on the work of the Elton John AIDS Foundation and donate a portion of the sales to their important mission.”

“We know Sam’s Club members and Walmart customers look to us for quality, on-trend brands at an amazing price, and the Elton John Eyewear Collection delivers just that,” said Megan Crozier, chief merchant, Sam’s Club. “We’ve created an eyewear line using materials, elements and contours across expressive silhouettes, making the brand feel like luxury at an affordable price, while also telling Elton John’s phenomenal story.”