Walmart Adds Apparel Subscription Boxes to Its E-Commerce Strategy
Walmart is furthering its foray into becoming a go-to fashion retailer by embracing the subscription box trend. But it’s not starting with the crowded women’s apparel space.
The retail giant is partnering with KidBox, an online subscription-based service that sends out curated boxes of children’s clothing, to offer Walmart.com customers an exclusive, curated stylebox for kids.
Under the deal, Walmart.com shoppers will be able to purchase up to six different boxes a year, without a styling fee, filled with personalized style from more than 120 children’s apparel brands, including BCBG, Butter Super Soft, C&C California and Puma.
Shoppers complete a style quiz for the child and KIDBOX stylists use the quiz to tailor each box based on the child’s style preferences, the season and where the child lives. Parents can order a box and schedule delivery on demand or sign-up for automatic shipments timed to seasons, back-to-school and holiday. For every stylebox purchased, KidBox will clothe a child in need through its partnership with Delivering Good.
The move into subscription boxes complements Walmart.com’s expanding kids’ fashion assortment, which features more than 100 new brands that have been added over the last year, including Betsey Johnson, Kapital K, Levi’s, Limited Too and The Children’s Place. The retailer has also launched new shopping destinations for dance essentials and gymnastics, and licensed children’s clothing.
“Over the last year, we have significantly expanded our portfolio of kids’ fashion brands as part of our broader effort to establish Walmart.com as a destination for fashion,” said Denise Incandela, head of Fashion, Walmart U.S. eCommerce. “Our partnership with KidBox enables us to round out our offering with additional national and premium kids’ brands.”
The styleboxes include four to five items for $48, which the retailer claims is half off the suggested retail price. The boxes contain a range of items, from sweaters and denim to dresses and graphic t-shirts and are available for sizes 0 to 14 for girls and 0 to 16 for boys.
“Walmart has done a lot over the past year to establish itself as a go-to retailer for all things fashion, and we’re honored to partner with the retailer to expand its kids’ assortment online, while also saving parents time and offering them the value and convenience of a stylebox,” said Miki Berardelli, KidBox CEO. “At KidBox, we pride ourselves on understanding kids' fashion preferences while also creating moments for them to learn about the importance of giving back.”