Walmart supports its e -commerce in mattresses - 03/02/2018 - El País Uruguay

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Walmart is starting its own brand of mattresses and bedding that will be sold exclusively online, as part of the efforts of the retail giant to boost its electronic commerce business.

The new line, which will include elements such as pillows and cuts, will be sold through an independent website, AllSwellhome.com, but it will not be available immediately on the company's flagship website, Walmart.com, not in its approximately 4.700 stores.

The new offer, which Walmart describes as a "dream bed worth instagram", is intended for a more wealthy client with greater digital knowledge, which the retailer has been making a great effort to achieve in recent years.

Previously, the company sought to take advantage of this market with a series of acquisitions of electronic commerce brands such as Bonobos, which sells fashion -man clothes.

But the mattress and bedding company represents the first “digital” brand, or only online, which Walmart has developed internally and can be sold separately from its other offers.

"This is how the big brands are built," said Andy Dunn, founder of Bonobos and senior vice president of Walmart digital brands."We are thinking about how we won the future".

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The Allswell operation, which will be launched live this month, reaches as the concern on Wall Street on the performance of Walmart's electronic commerce increases.

On Tuesday 20, Walmart's shares collapsed in the stock market after the company reported that the growth of e-commerce sales had decreased considerably in its fourth fiscal quarter, which included the Christmas shopping season.

The company attributed part of the problem to the operational failures in its compliance network.But the pronounced deceleration, after several online growth quarters, made analysts and investors questioning whether deeper problems with Walmart's e-commerce strategy.

The company has generously spent on its online efforts, including the acquisition of US $ 3.300 million jet.com in 2016, which at that time was the highest price paid by an electronic commerce company.He also bought Modcloth, the brand of electronic commerce clothing, and Moosejaw, which sells equipment for outdoor activities.

These investments are part of Walmart's response to his rival Amazon, who continues to dominate online retail trade.

The bet with the line of mattresses and bedding is that women, in particular, will be attracted to the comfort and premium style of the new brand, which is carefully selected on the website.

Walmart offers two mattresses: a soft and one firm version.Depending on the size, its price ranges between US $ 495 for those of a place and US $ 1,035 for the "King".

Expanding market

In recent years, there has been an boom in emerging mattresses, such as Casper and Leesa, who have marketed their mainly online products.His success showed that many customers were willing to buy the product without trying it first in a store.But even some of these companies have associated with large conventional retailers, such as Target and Pottery Barn, to offer their mattresses in stores.Amazon also sells mattresses and bedding.Arlyn Davich, who founded an Internet service that helps low -income people with their financial planning and nutrition, will direct the AllSwell bedding line for Walmart for.ALLSWELL will allow customers a 100 -day mattress test and will not charge for returns, a standard practice for online mattress sellers.The retailer will also remove the old mattress from a buyer when the new one is delivered by paying a US $ 50 rate.