Today Walmart announced its latest move in the home space, Flower Home. Produced in partnership with Drew Barrymore, the collection will only be available online.
Walmart.com, Jet.com, and Hayneedle.com will all be selling the collection, which ranges from furniture to wall art and pet beds. Following closely on the heels of the retailer’s MoDRN furniture line, Flower Home signals Walmart’s bet on affordable e-commerce decor.
Both Flower Home and MoDRN focus on affordable pricing, ranging from $20 to $899. What sets the lines apart are the different target audiences. While Flower Home is being marketed as “a unique assortment of eclectic home furnishings” similar to the vibe of Anthropologie, MoDRN “provides the elevated look and feel that you would typically find at a specialty store” like competitor West Elm.
Walmart scored as a Genius in digital marketing in Gartner L2’s Digital IQ Index: Big Box, and the brand is demonstrating that strength by pulling all digital levers to promote its new home efforts. Gartner L2 has observed that the retailer is putting significant paid spend behind the expanded home offering initiatives. In February, Walmart paid ads showed up on 98% of 188 popular furniture keywords.
Additionally, Walmart is promoting home-specific email newsletter signup through a pop-up on the Flower Home category page. The retailer also showcases the line on its own Instagram page, as well as in its Instagram stories, on Drew Barrymore’s Flower page, and through Drew Barrymore’s own personal page. But as both big box stores and specialty retailers look to capture more of the home market, only time will tell if those investments will pay off.