Walmart is launching its own private-label mattress and bedding brand that will be sold exclusively online, part of the giant retailer’s effort to bolster its e-commerce business.
The new line of bedding, which will include items like pillows and throws, will be sold through a separate website, AllswellHome.com.
According to Walmart, the new mattress brand is “part of an ongoing e-commerce strategy to differentiate the assortment offered through its family of e-commerce sites. The mattress and bedding venture represent the first digitally native, or online only, brand that Walmart has developed internally.
The bedding brand is intended to compete with other online mattress sellers that have joined with retailers: Casper has aligned with Target and Leesa has aligned with West Elm and Pottery Barn. Like those companies, Allswell’s mattresses ship in boxes.
The new offering — which Walmart describes as an “Instagram-worthy dream bed” — aims at the more affluent and digitally savvy customer that the retailer has been making a big push to reach in recent years.
Previously, the company sought to tap this market with a string of acquisitions of e-commerce brands like Bonobos, which sells higher-end men’s clothes.