It’s been almost a year since Walmart redesigned the home décor shopping experience on According to a post from Anthony Soohoo, SVP and Group General Manager, Home, Walmart U.S. eCommerce on the retailer’s blog has seen nearly 35% increase in visits to their home décor page, with the majority of customers spending more time on the site.

On Friday Walmart unveiled MoDRN, an exclusive online private brand designed for the modern home.

Created for customers who embrace a modern aesthetic, MoDRN boasts three collections – Retro Glam, Refined Industrial and Scandinavian Minimal. Featuring nearly 650 items across every room in the house, MoDRN provides the elevated look and feel that are typically found at a specialty store, without the elevated price tag. The line incorporates high-end materials – think velvet and performance leather upholstery fabrics, Carrara marble table tops, native and exotic veneers, hand-brushed metal and brass accents, and solid wood features in white oak and walnut. Prices range from $700 – $899 for sofas, $599 – $649 for beds, $20 – $60 for barware, and $199 – $699 for indoor and outdoor dining tables and chairs.

MoDRN is now available on, and

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Christopher Durham
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.