The two retailers are joining forces in the battle for the prestige beauty shopper, with a partnership that will launch in early summer with 250 locations.
Walmart is entering a fierce battle for the prestige shopper. Key competitor Target Corp. has a partnership with Ulta Beauty — opening 100 shops-in-shop last year with another 250 slated for this year — while Sephora and Kohl’s teamed up and are opening what is expected to be 800 shops-in-shop within the next three years.
In its first iteration, the partnership is testing as many segments and brand types from prestige beauty as space allows. Heritage brands such as Slip Beauty, By Terry, Philip B. and Lancer are accompanying indie brands like Patchology, PSA, Foreo and Ameliorate. Other brands include Goldfaden MD, Babe Original, Eyeko, Grow Gorgeous Mio, Mama Mio, and Summer Camp, a Walmart-exclusive brand from the same founders as Soleil Toujours. Mario Badescu will take up the endcaps.
Speed is also of the essence for the Walmart shopper, who looks to the retailer for ease and convenience. “Curation is at the forefront of our strategy, but we still want the customer to experience that endless aisle,” Tessier said. “If we don’t carry a full shade range of an eye shadow or a foundation, how do we make sure that customers have the tech or the availability to look at different options? These are the things we’re thinking about now.”“There were only a couple of brands that felt the timing wasn’t right, but we haven’t gotten any outright ‘Nos,’” Lightfoot said.
“Channel blending is something that’s happening in a big way. The consumer more and more expects you to be where she or he is shopping,” Hobson continued. “These partnerships are super innovative for us with Patchology. We’ve always believed it to be a very accessible luxury brand, and we’ve always leaned into the fact that our price points are really the gateway to luxury.”
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