Aiming to build “the Ultimate Closet,” Walmart exclusively has relaunched Scoop as its private brand for fashion-forward customers.
Denise Incandela, head of fashion for Walmart U.S. e-commerce, said Scoop long has been considered a pioneer in boutique shopping, “beloved by fashionistas and celebrities on the hunt for up-and-coming designers or that perfect piece to complete their look.”
The Scoop brand for Walmart offers a curated collection of more than 100 trend-inspired, size-inclusive styles priced from $15 for a graphic T-shirt to $65 for a car-length teddy coat.
“Over the past year-and-a-half, we’ve significantly expanded our fashion assortment on Walmart.com,” Incandela said. “With the addition of more than 600 brands, including new exclusive brands from Sofia Vergara and Ellen DeGeneres, and 150 premium fashion brands, we’re making Walmart a destination where customers can discover quality, on-trend fashion no matter their style or budget.”
Incandela said she personally has been involved, along with Scoop founder Stefani Greenfield, in the development of the brand, working on details that typically come at a more premium price, such as certified vegan leather and faux fur, fully lined outerwear, novelty denim washes, and trendy shoes and handbags.
“We’ve worked hard to ensure Scoop honors its original vision to offer the ‘best-of-the-best’ in fashion each season and empower customers to build ‘the Ultimate Closet’ and have even expanded on this legacy by offering the collection at super affordable prices,” Incandela said.
Scoop NYC, which first opened its doors in 1996, closed its 10,000-square-foot flagship store in Manhattan in 2016, also shuttering its 15 remaining locations. Scoop was founded by Greenfield and Uzi Ben-Abraham, and was acquired by investment firm Yucaipa Cos. in 2007.
Customers can shop the full collection now at walmart.com/scoop, with items arriving in select Walmart stores early next year.
“We’ve been focused on establishing Walmart as a destination for fashion, a place where our customers can discover stylish items that are accessible,” Incandela added. “Adding Scoop to our portfolio makes it that much easier for our customers to look and feel their best.”
The addition of Scoop builds on Walmart’s acquisition of digitally native brands including Bonobos, ModCloth, Eloquii and Bare Necessities as well as the retailer’s decision to add a Lord & Taylor flagship to its own dot-com.