Home is where the opportunity is. Denim-turned-lifestyle retailer Gap is adding a new dimension to its partnership with Walmart with an exclusive range of furniture.
Gap Home Furniture, which will begin rolling out in the coming weeks on Walmart.com, will consist of over 150 furniture items, including couches, ottomans, TV stands, headboards, rugs and more. Pieces blend inspirations from mid-century design with Scandinavian simplicity and comfort and Gap’s signature navy blue.
Highlights in the collection include an upholstered Barrel chair in navy or faux leather, tufted headboards in neutral shades of gray and cream, and indoor area rugs—many made with 100 percent PET recycled polyester—with Chevron, stripe and diamond patterns. Clean lines and wood bases guide designs for sofas, ottomans and tables in the line. Retail prices are $49.88-$629.
The furniture collection is an extension Gap’s foray into the home category. Walmart.com bowed the first phase of Gap Home in June. The initial range offered over 400 items across home décor, tabletop, bedding and bath with a focus on organic cotton and recycled materials. Bedding included T-shirt soft slub jersey quilts, frayed edge pillow shams and reversible comforter sets. The tabletop range spanned 16-piece stoneware and bone dinnerware sets to stackable mugs. For bath, Gap offered a three-piece bathroom accessory set and packs of organic cotton towels.
Though the launch was online only, Walmart announced it will begin to stock new fall styles of Gap Home bedding, curtains, pillows and more in 225 stores.
A part of Gap Inc.’s Power Plan 2023, licensing agreements to launch new categories are key to the brand’s domestic and international growth.
“We have seen an incredible customer response to Gap Home since we launched in June,” said Adrienne Gernand, head of Gap Inc. strategic alliances, licensing and real estate. “Through our partnership with Walmart, we are scaling the business quickly by entering new categories within the home space and introducing an assortment of items in select Walmart stores.”
The arrival of Gap Home follows a series of U.S. brands with denim roots experimenting in the home category, including Levi’s through a partnership with Target and Wrangler in collaboration with Pottery Barn Teen. The addition of hard goods, however, make Gap’s line unique and underscores long-term plans to be in the space.
“With more customers investing in their homes and looking for on-trend, quality, affordable styles, we are continuing to think big, deepen our relationship with our customer and deliver timeless American style for modern living to homes across the country,” Gernand added.
It’s a category that Walmart is eager to grow, too. Over the past few years, the big-box retailer has bowed Flower Home with Drew Barrymore and MoDRN, a brand focused on mid-century modern designs.
“This nesting trend is one we anticipate continuing, and we are committed to offering Walmart shoppers a wide variety of accessible, on-trend styles so that a beautiful home is possible for everyone,” the company stated. “Gap Home is a key part of this effort, and there is so much more to come.”