Gap and Walmart Team Up to Unveil New Home Essentials Brand


Retail Dive | May 27, 2021


The home category got a boost last year, and now Walmart and Gap have formed a partnership on a home essentials brand dubbed Gap Home. The initial collection will be available exclusively on Walmart.com starting June 24. It includes over 400 products across the home decor, tabletop, bedding and bath categories, and is aimed at college dorms and homes.


With work-from-home and lockdowns, the home textiles category took a 19% rise in 2020 and consumers spent more money on their personal spaces. With homeownership rates last year reaching 65.8%, according to Statista, experts expect continued growth in the category post-pandemic.


It appears Walmart is watching this trend closely. The retail giant has slowly expanded its assortment, and Gap Home is the most recent example. Walmart's goal may be to drive more e-commerce sales, but for Gap, the partnership is more of a head-scratcher. While the tie-up grants Gap access to Walmart's broad customer base, the move downmarket is unlikely to help the struggling brand with its most pressing challenge — recapturing its status as a style icon.


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