Walmart is continuing to grow its online curation of home related goods, introducing a new nursery decor-focused shopping destination on Walmart.com to support an expansion of its baby product assortment. The initial assortment includes an emphasis on furniture and home storage categories.
The company is introducing new ways for customers to browse and select Walmart.com’s nursery offerings with new shop-by-style presentations, an option the retailer previously rolled out in its curated furniture business on its newly refreshed website design.
The new nursery destination gives consumers the ability to shop hundreds of baby items through six curated collections of popular nursery décor styles. The styles include Wanderlust, Boho Chic and Mid-Century Modern. It also provides traditional and classic options for baby boy, baby girl and gender neutral nurseries and includes products that can help consumers establish functions in specific spaces such as nursing, diaper changing and in-closet storage.
Lauren Uppington, vp/general manager, baby, Walmart e-commerce U.S., maintained that the Walmart nursery initiative corresponds to an assortment expansion occurring throughout the baby product category. “We wanted to make it as easy as possible for new parents to shop everything they need for their babies’ nurseries through our latest specialty shopping experience,” she said.
In the overall baby department, Walmart has been in the process of adding more than 30,000 new items over the past year, Uppington said. The assortment expansion follows on efforts to create a new in-store baby department experience in more than 2,000 stores across the United States, Uppington said.