Two iconic retailers – one known as a discount leader and the other for its jeans – are joining forces to launch a new home essentials brand.
The collection of 400 items across home decor, tabletop, bedding and bath and some items will be made with materials Gap uses for clothes like denim, chambray, organic cotton and recycled materials. Prices range from $15.88 for a Washed Denim Pillow to $64.98 for a T-Shirt Soft Jersey Reversible King Comforter Set.
Anthony Soohoo, Walmart executive vice president of the home division, said in an interview with USA TODAY that the goal is the most popular items will also go on sale in Walmart stores later in the year.
“Gap is the first apparel that we’ve ever launched on Walmart Home,” Soohoo said. “Our appeal is everyone in America.”
New Gap Home seasonal and special collections also are planned to drop throughout the year. Soohoo said the new brand will deliver value to customers and have competitive pricing.
The home category has been expanding in recent months with competitors including Bed Bath & Beyond and J.C. Penney adding new store brands. Lowe’s and Home Depot have also expanded to sell more decor as consumers spend more money on their homes as they have spent more time there during the pandemic.
Gap’s entry into the home space isn’t a surprise.
The retailer announced last May that it hired global licensing leader IMG to explore expanding into categories including home, baby equipment and furniture. Gap and Walmart started talking about partnering in December, said Mark Breitbard, president and CEO of Gap brand.
“We’re focused on building the business through Walmart, as opposed to building it just through our site, because we believe that that’s how it can scale as we expand the reach,” Breitbard said in an interview with USA TODAY, adding Walmart has “unparalleled scale and incredible reach.”
Breitbard said the plan is to add more categories to the Gap Home brand over time.
“We believe that almost every category in the home space is ripe for a fresh take on using this youthful, modern American casual easy filters that we use for Gap,” he said. “I think the timing is great for it.”