Walmart takes its online home brand on the road in ‘Tiny Home’ retail concept

Bigger isn’t always better.

Allswell, the online home brand launched by Walmart in 2018, is taking its mattress and bedding line on a road tour in a small-sized showroom on wheels. Featuring mattresses and other bedding items, the Allswell “Tiny Home” makes its debut in New York City on February 7, before departing on a three-month tour of major U.S. cities. Shoppers can buy the featured products on site, with home delivery. The house itself will also be available for purchase, with a starting price of $100,000.

The 238-sq.-ft. showcase, which was custom-built by tiny home builders Modern Tiny Living, has four rooms, with a bedroom, living room, bathroom and kitchen area. The space showcases Allswell’s signature Luxe Hybrid mattress in the master suite and its lower price-point mattress, The Allswell, on a custom-built couch.

“We have had customers begging us to come to their cities so they could test out our mattresses,” says Arlyn Davich, Allswell brand president. “We couldn’t think of a better way to do so than with a Tiny Home and literally welcoming people into our home, allowing them to fully immerse themselves in the brand.”

The tiny space is tailor made for social media sharing. It includes such vignettes as custom-tiled “It Was All a Dream” shower and a bird’s eye photobooth looking down on the master suite mattress where visitors cans pose among pillow props and customized signs.