Walmart has added a leading women’s lingerie brand to its growing brand portfolio.
The discounter announced it is acquiring Bare Necessities, which offers more than 100,000 SKUs from more than 160 brands, including an extensive assortment of bras, swimwear, shapewear and sleepwear. The purchase price was not disclosed.
“Intimates, a category that has been aggressively growing online, has complex sizing and highly specialized products,” said Denise Incandela, head of fashion, Walmart U.S. eCommerce. “Bare Necessities will bring deep category expertise, a content offering designed to educate intimates shoppers, as well as strong brand relationships and operational capabilities.”
Founded in 1998, Bare Necessities will continue to operate its site, running as a standalone and complementary brand to Walmart’s other e-commerce sites. The discounter said that over time (and for those brands that want to serve additional customers) it will integrate the Bare Necessities’ assortment onto Walmart.com and Jet.com.
As part of the acquisition, Noah Wrubel, CEO and co-founder of Bare Necessities, will lead the intimates category for both Walmart.com and Jet.com. He…