US retail giant Walmart has expanded its e-commerce portfolio with the acquisition of leading intimates online retailer Bare Necessities.
The acquisition fits into the retail group’s broader acquisition strategy, which includes two different types of companies: category leaders with specialised expertise and assortment that can help enhance the customer experience on Walmart.com and Jet.com, and digital brands that offer unique products customers can’t find anywhere else.
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Walmart says Bare Necessities fits into the former. The company offers more than 100,000 SKUs from more than 160 brands, including an extensive assortment of bras, swimwear, shapewear and sleepwear.
“Intimates, a category that has been aggressively growing online, has complex sizing and highly specialised products,” says Denise Incandela, head of fashion, Walmart US e-commerce. “Bare Necessities will bring deep category expertise, a content offering designed to educate intimates shoppers, as well as strong brand relationships and operational capabilities.”
Bare Necessities will continue to operate its site as it has and will run as a standalone and complementary brand to Walmart’s other e-commerce sites. Over time, for those brands that would like to serve additional customers, Walmart says it 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.
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By GlobalDataThe acquisition is the second for Walmart in the last week, coming just days after the retailer announced it had bought plus-size online retailer Eloquii as it looks to tap into a growing and under-served sector of the market.
