Starting Monday, edgy outdoor-gear company Moosejaw will be featured on Walmart's website with its own, online destination. Purchased by Walmart in 2017, Moosejaw's assortment of merchandise includes items from brands like Patagonia and Canada Goose — a departure from what many customers have come to expect from Walmart and its everyday low prices.
The Bentonville, Arkansas-based retailer has been branching into higher-end goods. It's acquired men's apparel company Bonobos and women's fashion and accessories company ModCloth in recent years. Moosejaw's online shop also builds on Walmart's recent deal with Lord & Taylor, which created a fashion destination on Walmart.com with more premium brands.
Moosejaw, like the other companies Walmart has acquired of late, targets millennial shoppers, which is something Walmart has said it wants to do more of, especially as that younger generation has greater spending power.
The new landing page for Moosejaw on Walmart.com will include "thousands of items" from premium outdoor brands like Deuter, Craghoppers and First Ascent by Eddie Bauer, the companies said Monday in a blog post. It will also sell Moosejaw-branded clothing, including its jackets and other camping gear, and the plan is to add more Moosejaw products over time.