Walmart acquired outdoor retailer Moosejaw last year for $51 million. It was part of a retailer acquisition spree that included: Bonobos, ModCloth, ShoeBuy, Hayneedle, and of course Jet.com
Walmart is now using the Moosejaw acquisition to launch their “Premium Outdoor Store”. The store will offer Walmart online shoppers access to an assortment of outdoor specialty items that weren’t available on the site in the past. The store will not be branded as Moosejaw, but the outdoor retailer will curate all goods on the microsite. The store will feature about 50 well-known outdoor brands, including Craghoppers, Deuter, Eddie Bauer, Gramicci and Jack Wolfskin. A full range of Moosejaw merchandise is also available. This premium assortment will complement the everyday camping assortment currently available on Walmart.com.
Over time, Walmart plans to add products from other specialty outdoor retailers and brands, Moosejaw CEO Eoin Comerford said in a statement.
Moosejaw is the first of Walmart’s many recent acquisitions to get its own designated storefront on the Walmart website, offering a glimpse of the discount retailer’s long-term strategy to take on Amazon. The new site is part of a broader strategy to expand Walmart’s online assortment and attract higher-income shoppers.
The online storefront will also feature Walmart.com’s new design, which offers a more modern and clean look-and-feel, and other personalization features.
The Moosejaw store presents an excellent opportunity for Walmart to sell brands that may not have wanted to deal with Walmart in the past. It also gives Walmart access to a new, wealthier subset of consumers in a new market segment that previously would have been off the Walmart radar.
A spokesman said Walmart currently has no plans to create curation-driven microsites with its other niche acquisitions, which include Bonobos, ModCloth, Shoebuy, and Hayneedle.