Walmart Buys Bare Necessities

    Last week Walmart announced its latest e-commerce acquisition intimate’s retailer Bare Necessities. The announcement came in a post on the retailer’s newsroom web page by Denise Incandela, Head of Fashion, Walmart U.S. eCommerce.

    Welcoming Bare Necessities to the Walmart eCommerce Family

    Customers are starting to see a different experience when they shop for fashion. The shopping experience is clean and modern. We’re offering editorial content to inspire customers. And, we’re significantly expanding our assortment, including introducing new brands like the recently launched exclusive EV1 line with Ellen DeGeneres and our Lord & Taylor premium brands.

    As we continue to build our assortment, we are also focused on bringing on the right talent and expertise to drive our fashion business. With that in mind, today, I’m thrilled to announce the acquisition of Bare Necessities, a leading intimates online retailer, who will join the Walmart U.S. eCommerce portfolio.

    Bare Necessities was founded in 1998 and offers more than 100,000 SKUs from more than 160 brands, including an extensive assortment of bras, swimwear, shapewear and sleepwear. Intimates, a category that has been aggressively growing online, has complex sizing and highly specialized products. Bare Necessities will bring deep category expertise, a content offering designed to educate intimates shoppers, as well as strong brand relationships and operational capabilities.

    The acquisition of Bare Necessities fits well into our broader acquisition strategy, which includes two different types of companies: 1) category leaders with specialized expertise and assortment that can help enhance the customer experience on and (think Hayneedle, Moosejaw and and 2) digital brands that offer unique products customers can’t find anywhere else (think Bonobos, Modcloth and the recently-acquired ELOQUII). Bare Necessities fits into the former.

    Bare Necessities will continue to operate its site as it has and will run as a standalone and complementary brand to our other eCommerce sites. Over time, for those brands that would like to serve additional customers, we will work to integrate the Bare Necessities’ assortment onto and

    As part of the acquisition, Noah Wrubel, CEO and co-founder of Bare Necessities, will lead the intimates category for both and, while also continuing to run Bare Necessities. I couldn’t be more excited to welcome Noah, Bill Richardson, COO and co-founder of Bare Necessities, and the rest of the Bare Necessities team to the Walmart family. I look forward to working with them to build a best-in-class intimates customer experience across Walmart U.S. eCommerce.

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    Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.