Walmart Debuts Online Private-Label Furniture Brand

Walmart has released a new online-only furniture brand called MoDRN, the company said on Friday (Feb. 8).

Anthony Soohoo, SVP and group general manager of the home group for Walmart U.S. eCommerce, said it’s been about a year since Walmart revamped its website in an aim to entice customers to shop from their homes. Since then, Walmart has seen a 35 percent rise in visits, he noted.

Now, the company wants to focus more on what it calls a specialty shopping experience, aiming to grow a variety of trendy collections that can only be found online.

Part of the revamp included adding editorial imagery and content that made it easier for customers to browse and discover new assortments. That’s where MoDRN comes in.

“Created for customers who embrace a modern aesthetic, MoDRN boasts three collections that are incredibly stylish – Retro Glam, Refined Industrial and Scandinavian Minimal. Featuring nearly 650 items across every room in the house, MoDRN provides the elevated look and feel that you would typically find at a specialty store, without the elevated price tag,” Soohoo said.

MoDRN uses materials like velvet, Carrara marble, hand-brushed metal, oak and walnut. Prices for sofas run from $700 to $899, between $599 and $649 for beds, $199 to $699 for indoor and outdoor furniture and $20 to $60 for barware.

Soohoo said the offerings are just the beginning, and that more collections like MoDRN will be available soon.

“We also have other exclusive collections in the works that I can’t wait to reveal in the coming months,” he said. “I’m proud of the shopping experience we’ve developed. Customers are telling us how easy we’ve made it to discover the latest home products and trends. Now, they can shop for everything they need for their modern homes, too.”