default-output-block.skip-main
BoF Logo

The Business of Fashion

Agenda-setting intelligence, analysis and advice for the global fashion community.

Walmart Teams Up with Ellen DeGeneres to Launch Fashion Line

The retailer is tying up with comedian and talk-show host in its latest attempt to recover lost ground against Amazon and others in the rapidly growing fashion category.
Walmart store | Source: Shutterstock
By
  • Reuters

NEW YORK, United States — Walmart said on Wednesday that it would tie up with comedian and talk show host Ellen DeGeneres to launch a women's fashion line, its latest attempt to make deeper inroads into the apparel space and gain market share in the category.

The line, dubbed EV1, will feature nearly 60 items, ranging from denim, T-shirts bearing Ellen quotes, accessories and footwear, all priced at $30 or less, with new items seasonally, Denise Incandela, head of fashion, Walmart US e-commerce, said in a blog post.

The partnership is likely to help Walmart recover lost ground against Amazon.com Inc and others in the rapidly growing fashion category. If Walmart succeeds, the move could advance its effort to access more affluent, younger, millennial customers who usually do not shop with the retailer.

The retailer said that the multi-year fashion partnership with DeGeneres would kick off on September 10 when the women's line debuts on Walmart.com and in more than 2,300 stores.

Walmart, the largest clothing retailer in the United States, has been upgrading the apparel section in its stores with improved displays, open floor plans and better fitting rooms.

In February, Walmart launched four private label clothing brands to boost sales in the category. In November, the retailer tied up with department store operator Lord & Taylor by offering it dedicated space on Walmart.com.

Walmart also acquired several small online brands like Shoebuy, Modcloth and Bonobos last year to boost growth in the clothing and accessories business.

By Nandita Bose.

© 2024 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions

More from Retail
Analysis and advice from the front lines of the retail transformation.

By investing in an elevated product and shopping experience, Spanish retailers Inditex and Mango are seeing tremendous growth despite fierce competition from the likes of Temu and a cash-strapped consumer.


The ByteDance-owned app’s e-commerce play has been met with mixed response from users. Still, sales seem to keep ticking up.



view more

Subscribe to the BoF Daily Digest

The essential daily round-up of fashion news, analysis, and breaking news alerts.

The Business of Fashion

Agenda-setting intelligence, analysis and advice for the global fashion community.
CONNECT WITH US ON
BoF Professional Summit - New Frontiers: AI, Digital Culture and Virtual Worlds - March 22, 2024
© 2024 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions, Privacy Policy, Cookie Policy and Accessibility Statement.
BoF Professional Summit - New Frontiers: AI, Digital Culture and Virtual Worlds - March 22, 2024