Walmart and Gap have entered a strategic partnership to introduce Gap Home, a home essentials brand exclusive to Walmart. The collection, which will launch June 24, will feature more than 400 items across home décor, tabletop, bedding and bath, with styles designed for every space from college dorms to homes.
The launch collection was designed with sustainability in mind and features items made with organic cotton and recycled materials as well as quality materials such as denim and chambray. Prices range from $15.88 for a Washed Denim Pillow to $64.98 for a T-Shirt Soft Jersey Reversible King Comforter Set.
Additional Gap Home seasonal and special collections will be added throughout the year. They will be developed in partnership with Gap’s licensing agency, IMG.
“We’re thrilled that Gap selected Walmart as the exclusive retailer to debut its home brand,” said Anthony Soohoo, EVP, Home at Walmart in a statement. “A hallmark of American fashion, Gap is the ideal partner to bring its timeless, signature style into the modern home to help customers design and decorate beautiful living spaces. Over the past few years, we’ve focused on expanding our home assortment to bring high-quality, stylish home goods and décor to our customers at an unbelievable value. Gap Home is the latest example of how we’ll deliver on that mission.”
Walmart has been building out its selection of home products and related programs over the past several years:
- Its most recent venture was Mashable Home, a virtual experience that ran through April 8, 2021 and featured a 360-degree explorable home with shoppable hotspots and additional programing;
- In 2020, Walmart introduced MoDRN, a private label brand with nearly 650 products including beds, sofas, dining sets, barware and countertops; and
- In 2018, the retailer acquired Art.com, an art and home décor retailer with more than 2 million curated images, to gain a foothold in the “wall” market that was then valued at $10 billion annually.
Gap has been streamlining its business through the sales of Intermix and Jackie and Jane, with the goal of focusing on its core Old Navy, Gap, Banana Republic and Athleta brands. The Walmart partnership could help Gap, which has been struggling in recent quarters, improve its fortunes.
“Walmart is a global leader in the home space with extensive digital reach and distribution, and this partnership enables Gap to introduce a new category in a smart, scalable way,” said Mark Breitbard, President and CEO of Gap in a statement. “Gap Home at Walmart opens a new door for Gap as a lifestyle brand delivering timeless American Style in all new ways. We are excited for this growth opportunity, enabling even more customers to fall in love with Gap.”