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Walmart and Gap team up to create exclusive home brand

Gap has found a home for its first-ever line of branded home décor products.

Gap and Walmart have teamed up to launch a line of home goods that will be sold exclusively by Walmart. The brand, Gap Home, will debut on Walmart’s website on June 24, with a goal of making the most popular items also available in the discounter’s stores at some point. 

The initial collection will feature more than 400 items across home décor, tabletop, bedding and bath, ranging in price from $15.88 for a denim pillow to $64.98 for a king comforter set. New seasonal and special collections will drop throughout the year and will be developed in partnership with Gap’s licensing agency, IMG. The financial terms of the deal were not disclosed.

During the past few years, Walmart has focused on expanding and elevating its home and fashion assortments as its looks to widen its appeal. Earlier this year, the retail giant named fashion designer and “Project Runway” judge Brandon Maxwell as creative director of its private-label brands Free Assembly and Scoop. 

Gap is the first fashion retailer to partner with Walmart in the home space. The chain’s other partners in the private-label home category include actress Drew Barrymore and television personality and food writer Ree Drummond (“The Pioneer Woman”).  

The two retailers will promote the new brand together, reported CNBC, and Gap’s website will highlight some of the items, directing shoppers to Walmart’s website.

“We’re thrilled that Gap selected Walmart as the exclusive retailer to debut its home brand,” said Anthony Soohoo, executive VP, Home, Walmart.

“A hallmark of American fashion, Gap is the ideal partner to bring its timeless, signature style into the modern home to help customers design and decorate beautiful living spaces.”

The launch collection is made “with the planet in mind” and features quality materials like denim and chambray with unique finishes at a price point that is accessible to all customers, according to a statement by Gap and Walmart. It includes items made with organic cotton and recycled materials.

“Walmart is a global leader in the home space with extensive digital reach and distribution, and this partnership enables Gap to introduce a new category in a smart, scalable way,” said Mark Breitbard, president and CEO of Gap brand. “Gap Home at Walmart opens a new door for Gap as a lifestyle brand delivering timeless American style in all new ways. We are excited for this growth opportunity, enabling even more customers to fall in love with Gap.”

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