Kidbox uses data from a quiz to put together a style box specifically for each customer

Kidbox uses data from a quiz to put together a style box specifically for each customer

US retailer Walmart has stepped into the world of subscription apparel in a partnership with Kidbox, which will offer customers an exclusive, curated stylebox for children from more than 120 premium kids' brands.

Kidbox – via Walmart.com –  will offer a selection of brands including BCBG, Butter Super Soft, C&C California and Puma, tailoring each box on the child's style preferences, the season, and geographical location based on customer answers to a style quiz.

The stylebox will include four to five fashion items for US$48 and be available for sizes 0 to 14 for girls and 0 to 16 for boys. It includes a range of items, from sweaters and denim to dresses and graphic T-shirts.

Parents can order a box and schedule delivery on demand, or sign-up for automatic shipments of up to six boxes a year timed to seasons, back-to-school and holiday. 

"We are thrilled to partner with Kidbox to introduce our first kids' subscription apparel service offering premium fashion brands at a substantial saving," says Denise Incandela, head of fashion, Walmart US e-commerce. "Over the last year, we have significantly expanded our portfolio of kids' fashion brands as part of our broader effort to establish Walmart.com as a destination for fashion. Our partnership with Kidbox enables us to round out our offering with additional national and premium kids' brands."

Miki Berardelli, Kidbox CEO, adds: "Walmart has done a lot over the past year to establish itself as a go-to retailer for all things fashion, and we're honoured to partner with the retailer to expand its kids' assortment online, while also saving parents time and offering them the value and convenience of a stylebox."

The move sees the retailer respond to a growing need for new business models, particularly as consumers seek out ways to shop that offer value as well as convenience and more personalised offerings.

In its 2019 industry predictions, consultancy AlixPartners said there would be "continued growth and evolution of business models" such as clothing rentals, second-hand resales, subscription services and assortment boxes which would create "greater top-line pressure for legacy retailers."

Several businesses have moved to a subscription model in recent years including Under Armour and Old Navy, which launched a kids' subscription service in 2017. Rent the Runway, a subscription service that launched in 2009, provides designer dress and accessory rentals at a monthly fee of US$99.

Most recently, Footlocker signed a deal to acquire Rockets of Awesome which offers apparel subscription services to its customers. Clothing is priced between US$16-38 and targets the three to 12-year-old market.