Walmart (WMT) launched its first exclusive lingerie brand with Adore Me, last year. Following the success of the debut Walmart partnered collection, the big box retailer launched its second line with the lingerie brand, this week. Walmart partners with popular brands to provide its consumers high end items at reasonable prices. The direct-to-consumer (D2C) lingerie brand Adore Me is a lingerie brand owned by Victoria’s Secret.
The partnership between the two companies resulted in an exclusive line for the giant retailer, and is called Adored by Adore Me. It is available across 1,900 Walmart stores as well as online. The apparel company and intimate designer Gelmart have been working in a quiet partnership for two years. They developed the Adored line for Walmart.
Walmart launched the first line of its exclusive lingerie called Adored by Adore Me in September 2022. The second line of the exclusive brand has been launched in early May.
According to a report in Modern Retail on Wednesday, Bryan Gildenberg, who is the founder of consultancy firm—Confluence Commerce, said that a partnership between Walmart and Adore Me was beneficial for both the companies.
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Gildenberg noted that Adore Me could keep its prices for its brand intact while its partnership with Walmart would help the lingerie company understand “the degree to which Adore Me consumers who are…from the website…trade down to the more discounted brand.”
Walmart has the largest number of brick-and-mortar stores in the nation. PYMNTS recently reported that more than 85 percent of retail sales across the nation still took place “in physical stores rather than online.” This gives both Walmart and Adore Me an edge with consumers.
The outlet also reported that this finding was responsible for “direct-to consumer (D2C) brands to rethink their online dominate strategy.”
Walmart and Adore Me have teamed up to offer customers an exclusive lingerie brand Adored by Adore Me. As consumers continue to shop in-store Walmart could be exploring other similar partnerships as it continues with its policy to offer exclusive and high end brands at affordable rates.
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