Lord & Taylor Store on Walmart.com
Walmart is launching a new site for wealthy shoppers.
  • Walmart is targeting wealthy shoppers with a new online shop that features upscale fashion brands sold by Lord & Taylor.
  • The shop, which is launching in the coming weeks, will be accessible through a new tab on Walmart’s website called “premium brands.”
  • Walmart’s current clothing assortment will live under a separate tab called “everyday brands.”
  • Walmart.com’st-selling dresses cost between $9 and $20, while dresses on the “premium brands” site cost between $41 and $159.

Walmart is trying to lure wealthy shoppers to its website with a new online shop featuring upscale fashion brands sold by Lord & Taylor.

More than 125 brands will be available on the new section of Walmart’s site, including Tommy Bahama, Vince Camuto, Lucky Brand, and H Halston, when it rolls out nationwide over the next couple weeks, executives from Walmart and Lord & Taylor said Tuesday.

Walmart is keeping the new shop separate from its existing merchandise. The retailer’s new fashion landing page — which is part of its recent site upgrade— will soon offer shoppers two tabs: “everyday brands” and “premium brands.”

The clothing that Walmart sells will live under the “everyday brands” tab, and the Lord & Taylor assortment will live under the “premium brands” tab.