Walmart, which has been trying to win over style-conscious millennials with furniture and home décor, is rolling out Drew Barrymore Flower Home, sold only on Walmart’s websites.
Walmart, which has sold the actor’s Flower Beauty cosmetic line since 2013, says the new collection, with some 200 pieces, is inspired by her personal passions, like travel, pets and bold colors. Prices range from $18 for a vase to $899 for a mid-century sofa.
The collection is available on Walmart.com, Jet.com and Hayneedle.com, and new collections are expected to launch each season.
While Walmart has never approached Target’s talent for offering chic décor at mass prices, the new line comes at a time of intensifying competition to supply what's inside people’s living rooms. Sales at e-commerce brand Wayfair have been soaring, niche D2C players like Burrow are gaining ground and Amazon is also beefing up furniture offers.
Last year, the Bentonville, Ark.-based retailed introduced 3D virtual shopping, and a “Buy the Room” feature, as well as a new Nursery destination on Walmart.com, targeting young parents. (A new line of baby products, Hello Bello, also based on celeb appeal and backed by actors and real-life couple Kristin Bell and Dax Shepard, is part of that push.)
This year, Walmart says it intends to focus on increasing its assortment of exclusive home furnishings, like Flower Home, “that are both affordable and stylish.”
Barrymore — famous for bringing a touch of trademark dorkiness to fashion and style — is also the brand ambassador for Crocs, and has collaborated with that company on limited-edition shoes, as well as appearing in ads.
In related news, Bain Capital just announced t it is acquiring a majority stake in Maesa, the global beauty brand incubator that developed Barrymore’s Flower Beauty cosmetic line. Maesa focuses on finding niches in both beauty brands and retail, partnering with the likes of Target, Sephora, Ulta, Dollar General and H&M.