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Walmart acquires lingerie brand Bare Necessities

Walmart announced that it has acquired online intimate apparel retailer Bare Necessities and is adding it to the Walmart US eCommerce portfolio. Bare Necessities was founded in 1998 and offer over 100,000 products including bras, swimwear, shapewear, and sleepwear from more than 160 brands.

Walmart acquires lingerie brand Bare Necessities
Figure: Walmart welcoming Bare Necessities to its eCommerce family. Courtesy: Walmart

Customers are starting to see a different experience when they shop Walmart.com for fashion. The shopping experience is clean and modern.

“We’re offering editorial content to inspire customers. And, we’re significantly expanding our assortment, including introducing new brands like the recently launched exclusive EV1 line with Ellen DeGeneres and our Lord & Taylor premium brands,” said Denise Incandela, Head of Fashion, Walmart U.S. eCommerce.

She also added that as we continue to build our assortment, we are also focused on bringing on the right talent and expertise to drive our fashion business. With that in mind, today, I’m thrilled to announce the acquisition of Bare Necessities, a leading intimate’s online retailer, who will join the Walmart U.S. eCommerce portfolio.

We’re offering editorial content to inspire customers. And, we’re significantly expanding our assortment, including introducing new brands like the recently launched exclusive EV1 line with Ellen DeGeneres and our Lord & Taylor premium brands.

Denise Incandela, Head of Fashion, Walmart U.S. eCommerce

The acquisition of Bare Necessities fits well into their broader acquisition strategy, which includes two different types of companies including category leaders with specialized expertise and assortment that can help enhance the customer experience on Walmart.com and Jet.com and digital brands that offer unique products to customers.

According to a press release, Bare Necessities will continue to operate its site as it has and will run as a standalone and complementary brand to the other eCommerce sites. Over time, for those brands that would like to serve additional customers, Walmart will work to integrate the Bare Necessities’ assortment onto Walmart.com and Jet.com.

As part of the acquisition, Noah Wrubel, CEO and Co-founder of Bare Necessities, will lead the intimates category for both Walmart.com and Jet.com, while also continuing to run Bare Necessities, said the release.

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