Walmart adds Moosejaw to its website, defending itself against Amazon

Walmart, already the nation’s largest retailer, can be trying to create a massive, digital marketplace to draw more shoppers to its website — along with also away through its biggest rival, Amazon.

Starting Monday, edgy outdoor-gear company Moosejaw will be featured on Walmart’s website with its own, online destination. Purchased by Walmart in 2017, Moosejaw’s assortment of merchandise includes items through brands like Patagonia along with also Canada Goose — a departure through what many customers have come to expect through Walmart along with also its everyday low prices.

The Bentonville, Arkansas-based retailer has been branching into higher-end goods. the item’s acquired men’s apparel company Bonobos along with also women’s fashion along with also accessories company ModCloth in recent years. Moosejaw’s online shop also builds on Walmart’s recent deal with Lord & Taylor, which created a fashion destination on with more premium brands.

Moosejaw, like the additional companies Walmart has acquired of late, targets millennial shoppers, which can be something Walmart has said the item wants to do more of, especially as that will younger generation has greater spending power.

The brand-new landing page for Moosejaw on will include “thousands of items” through premium outdoor brands like Deuter, Craghoppers along with also First Ascent by Eddie Bauer, the companies said Monday in a blog post. the item will also sell Moosejaw-branded clothing, including its jackets along with also additional camping gear, along with also the plan can be to add more Moosejaw products over time.

“We’re introducing a completely brand-new, outdoor specialty assortment that will hasn’t been available to Walmart customers from the past,” Moosejaw CEO Eoin Comerford said in a statement. “the item’s kind of an honor, since that will can be the very first time that will Walmart can be creating an online store on its flagship site curated by one of its acquired specialty retailers.”

With Amazon also adding more brands to its website, the two companies have been competing to offer a wider assortment of items to shoppers. Some brands working with Amazon today include Chico’s FAS along with also Calvin Klein. Both companies are viewed by retail analysts as investing heavily from the apparel category in particular within the past few months.

In addition to its Lord & Taylor deal, Walmart also recently announced a brand-new apparel line with Ellen DeGeneres, the item launched a brand-new home brand called Allswell along with also the item continues to build out its assortment on, though the website remains separate through even post acquisition. Walmart acquired Jet in 2016.

“The goal can be to provide a destination for outdoor enthusiasts where Moosejaw pulls the best outdoor brands through many sources,” Comerford said about the latest brand partnership.

With more along with also more retail sales moving online from the U.S., many companies are realizing how important the item can be to bulk up their e-commerce platforms. The merchandise through Moosejaw won’t be available in Walmart stores, a spokeswoman told CNBC.

Walmart shares have climbed more than 20 percent over the past 12 months, bringing the retailer’s market cap to roughly $280 billion. that will compares with Amazon, which incorporates a market cap of more than $928 billion, while its stock can be up more than 100 percent through a year ago.

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