Walmart and Gap Team Up to Create Exclusive Home Decor Brand

Interior decorating aficionados will be thrilled to learn that a new home decor brand is on the way from Walmart and Gap.

The two companies are coming together to create an exclusive home decor brand that will feature bedding, bath, and decor.

Called Gap Home, the initial collection will debut on Walmart’s website June 24 and eventually be available in the discounter’s stores.

With the multiyear deal, Walmart aims to drive more online sales and Gap wants to strengthen its brand among shoppers.

The brand will start with about 400 pieces of bedding, bath and decorative accessories and the initial collection will range in price from $15.88 for a denim-styled pillow to $64.98 for a king comforter set.

No financial terms of the deal were disclosed nor how long the deal would last. Both companies have said the brand is the start of a long-term partnership however.

Walmart’s executive vice president for home, Anthony Soohoo has said customers should expect to see many denim- and chambray-inspired collections over the years.

“It’s not a capsule collection,” he said. “It is a relationship that we believe we want to build, that is enduring for us.”

Walmart has other private labels in the home category, too, including several developed with actress Drew Barrymore and another inspired by the magazine, Better Homes & Gardens.

Mark Breitbard, CEO of Gap’s global operations, said the retailer has looked for new ways to capitalize on its brand through its licensing agency, IMG.

“It felt like it could be a super interesting partnership for us, and that’s how the conversations began,” Breitbard said. “And they just gained steam, and now we have two strong American brands kind of working together.”

Breitbard said Gap may place some merchandise in select Gap stores, too.

“What we are transitioning from is being a strictly vertical retailer selling apparel,” he said.

Disclaimer: We have no position in any of the companies mentioned and have not been compensated for this article.