Walmart launches online-exclusive furniture brand MoDRN
The furniture brand currently comprises three collections – Retro Glam, Refined Industrial and Scandinavian Minimal – with prices ranging from $700 to $899 for sofas, $599 to $649 for beds, $20 to $60 for barware, and $199 to $699 for indoor and outdoor dining tables and chairs.
The line incorporates high-end materials like velvet and performance leather upholstery fabrics, Carrara marble table tops, native and exotic veneers, hand-brushed metal and brass accents, and solid wood features in white oak and walnut. The strategy, says Walmart, is to provide the elevated look and feel that a shopper would typically find at a specialty store, without the elevated price tag.
MoDRN is set to become a core part of Walmart's home offering, with new furniture and décor launching seasonally. The launch comes nearly a year after Walmart.com's revamp of its home section, which Anthony Soohoo, senior vice president and group general manager of home and Walmart U.S. e-commerce, says resulted in a 35% boost in visits to that section of its website.
"While last year was all about creating this specialty shopping experience, this year, we’re focused on doubling down on growing our assortment, starting with high-quality, on-trend collections that can only be found within the Walmart eCommerce family," says Soohoo.