Walmart Inc. has created a brand to sell mattresses and bedding online as part of ongoing efforts to expand its digital offerings and attract upscale shoppers.
Allswell is the Bentonville retailer's first homegrown digital brand and will only offer its collection of products on a stand-alone website, AllswellHome.com, according to the company.
Arlyn Davich has been named president of the startup and will oversee its launch, growth and operations.
Walmart said in a news release the creation of the Allswell brand aligns with its e-commerce strategy of offering an assortment of products through its collection of online sites, including Bonobos, ModCloth and Moosejaw. Allswell's mattresses range in price from $495 to $1,035, while individual bedding items cost between $60 and $350.
The retailer is hoping to grab its share of online mattress and bedding sales, which have gained traction the past couple of years behind successful e-commerce startups like Casper, Tuft & Needle and Leesa.
Target Corp. invested in Casper last year and now sells the company's mattresses on its website, while Leesa's mattresses are available on Pottery Barn's website and in West Elm furniture stores.
Walmart's Allswell launch comes about a week after the company reported slower growth in U.S. e-commerce sales during the fourth quarter of the fiscal year. Online sales in the three-month period grew 23 percent, slower than the 50 percent growth Walmart reported for the third quarter.
Business on 03/01/2018
Print Headline: Walmart's Allswell to sell bedding online