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Walmart offers premium outdoor shop for wealthy buyers



  Walmart
Walmart launches new premium outdoor store
Walmart


Walmart sells high quality hiking boots, camping gear and outdoor clothing in a new online shop curated by Moosejaw.

The store, called The Premium Outdoor Store, launches on Walmart.com on Monday.

Thousands of items are featured by dozens of outdoor brands, including Craghoppers, Deuter, First Ascent by Eddie Bauer, Gramicci, Jack Wolfskin, Stonewear and Tentsile. It will also wear clothes, jackets and equipment of the Moosejaw brand.

First, the bulk of the inventory is fulfilled by Moosejaw, which Walmart acquired last year for $ 51 million. Over time, Walmart plans to add products from other specialized outdoor retailers and brands, Moosejaw CEO Eoin Comerford said in a statement.

"We're unveiling a whole new range of outdoor specialties that Walmart customers have not had in the past," said Comerford. "It's an honor for us that Walmart is creating an online store on its flagship site for the first time, curated by one of its acquired retailers."

The new website is part of a broader strategy to expand Walmart's online product line and attract higher-income buyers.

Walmart recently signed a contract with Lord & Taylor to create a premium fashion destination on its website. The new landing page gives Walmart buyers access to more than 125 store brands.

Walmart has also added tens of thousands of baby products to its site and has recently launched a new apparel line in partnership with Ellen DeGeneres.


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