Walmart launches into children's clothing with a subscription box

<p class = "canvas-atom canvas-text Mb (1.0em) Mb (0) – sm Mt (0.8em) – sm" type = "text" content = "Walmart (WMT) is strongly focused on children's fashion by offering a subscription-type clothing box service for younger children. "data-reactid =" 31 "> Walmart (WMT) is focusing heavily on children's fashion by offering a subscription-style clothing box service – just for young people.

Walmart announced Tuesday a partnership with KIDBOX, an online subscription service that manages style boxes based on fashion preferences and children's personalities.

It's the cornerstone of the retail giant's effort to capture more than 100 million unique visitors a month on Walmart.com. As part of this effort, the company plans to use KIDBOX to offer more styles and lower prices to younger consumers.

"We have been working hard to make Walmart.com a fashion destination, making it more attractive to our consumer who tends to be this millennial consumer," said Denise Incandela, head of fashion at the US e-commerce division of Walmart, Yahoo Finance in a phone interview.

The new Walmart KIDBOX style box allows kids and parents to choose from 120 trendy brands that include everything from BCBG to Puma.

After answering a style quiz on Walmart.com, a stylist uses this information to create a box containing four to five items priced at around $ 48, or about 50% of the suggested retail price.

This is a flexible subscription service where a parent can choose the delivery frequency. They can order a box on demand or automate up to six boxes a year – one for each season, then a holiday box and back to school.

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Time saving

The retailer also added a more inclusive size, ranging from 0 to 16 for girls and from 0 to 18 for boys.

It has also added destination categories to make it easier for children to navigate and discover everything from licensed children's fashion (from major media brands like NBC Universal and Nickelodeon) to dance and gymnastics essentials. .

KIDBOX "meets the needs of parents in a simple and friction-free way," said Incandela. "It saves parents valuable time and expands our offer and services."

The offer also includes the one-for-one business model, which has been popular for millennia. For every KIDBOX style box purchased by Walmart, KIDBOX will dress a child in need with Delivering Good.

<p class = "canvas-atom canvas-text Mb (1.0em) Mb (0) – sm Mt (0.8em) – sm" type = "text" content = "Over the last two years, Walmart has invested heavily in its business e-commerce by relaunching its site, and & nbsp;bringing more brands and partners. The expansion of the assortment is one of the pillars of Walmart's e-commerce strategy. "Data-reactid =" 64 "> Over the last two years, Walmart has invested heavily in its e-commerce business by relaunching its site and bringing more brands. The expansion of the product line is one of the pillars Walmart's e-commerce strategy.

The Walmart fashion team worked in all categories, but first put more emphasis on women 's clothing.

But since that time, the retailer has also quietly developed its children's online offerings, adding more than one hundred brands online. These include Betsey Johnson, Too Limited and Children's Place, to name a few.

"All we do is establish ourselves as a fashion destination," added Incandela.

<p class = "canvas-atom canvas-text Mb (1.0em) Mb (0) – sm Mt (0.8em) – sm" type = "text" content = "Julia La Roche is a finance reporter at Yahoo Finance. To follow her Twitter."data-reactid =" 69 ">Julia La Roche is a finance reporter at Yahoo Finance. To follow her Twitter.