Walmart to acquire home decor site, further extending its e-commerce push

Key Points
  • Walmart plans to acquire online home decor retailer
  • The value of the deal isn't disclosed.
  • Marc Lore, head of Walmart's U.S. e-commerce business, has said the company could one day own upwards of 40 digitally native brands.

Walmart plans to buy, adding another digital brand to its portfolio and bolstering its home decor business.

The retailer has been building a collection of e-commerce companies in categories ranging from clothing to lingerie since its roughly $3 billion acquisition of in 2016. Those brands now include ModCloth, Moosejaw, Bonobos, Eloquii and Bare Necessities. The strategy helps Walmart target a younger audience that isn't accustomed to going to its stores, as it rivals Amazon online. is one of the largest online sellers of art and wall decor globally, Walmart said. A person familiar with the deal said the size of this acquisition is similar to Walmart's other recent deals and that recently was bringing in more than $300 million in sales annually.

Walmart CEO Doug McMillon on the future of the retail industry
Walmart CEO Doug McMillon on the future of the retail industry

Eventually, items from will be sold on, and, Walmart said. It will continue to run as a standalone website and wouldn't comment on its plans to add merchandise from to Walmart stores. The website has roughly 2 million designs to chose from, and growing, according to Walmart.

Walmart has already started adding items from some of its acquired brands to its website. Outdoor gear company Moosejaw, for example, now has its own shop on Walmart also landed a deal with Lord & Taylor to sell apparel from the department store chain on, again going after a more high-end and younger customer, something it hasn't been able to do with its traditional brands.

It also aspires to do more with technology, and buying should help with that.

"As we think about the future right now, art will be one area where we will leverage augmented reality," Anthony Soohoo, the senior vice president of Walmart's online home business in the U.S., told CNBC. He said 25 percent of's customers currently use a feature on the platform called ArtView, where shoppers can see what a piece of art looks like on their walls before they buy. Walmart will be able to "leverage that expertise" about augmented reality in other categories of its business moving forward, Soohoo said.

The deal is expected to close early next year.

Walmart could one day own upwards of 40 digitally native brands, according to the head of its U.S. e-commerce business, Marc Lore.

"Just four brands aren't going to do it, but imagine 40," Lore told investors earlier this fall. "The idea is to buy and build."

Walmart has also started building its own online brands, one being Allswell, which launched earlier this year and sells bedding and mattresses. It runs on its own website,

CORRECTION: This story was corrected to say was recently bringing in more than $300 million in sales annually, according to a person familiar with Walmart's acquisition. A prior version of this story misstated that amount.