Walmart announces partnership with BeautySpace NK, its first foray into luxury beauty

Walmart is working with BeautySpace NK to bring high-end beauty products to Walmart.com and nearly 250 Walmart stores across the United States through BeautySpace NK on March 15. This is the first collaboration for Walmart to leverage its retailer scale and a variety of high-quality beauty brands from a British personal care and beauty company. This means that Walmart has officially entered the luxury beauty category.

Target has previously partnered with Ulta to open stores within stores, while Kohl's has been offering consumers a Sephora-branded experience. American consumers can now also buy high-end beauty products at Walmart.

Laurie Tessier, Walmart's beauty product director, said Walmart has been fine-tuning its products over the past two years. It has been looking to expand its product sales categories and continue to bring freshness to Walmart customers. Walmart has raised product standards in other categories such as fashion and home, and finally set its sights on the luxury beauty sub-market.

"Space NK provides Walmart with a variety of categories of luxury beauty brands and curated products that Walmart-ize and integrate curation into the customer's beauty experience. This is our number one focus and number one goal."

It is learned that Space NK has carefully curated a series of high-end products specifically for Walmart customers, covering skin care, makeup, hair care, bath and body care, etc. BeautySpace NK will sell more than 600 products from 15 luxury brands on Walmart.com on March 15, some of which are only sold exclusively at Walmart.

Tessier said BeautySpace NK will launch a 360-degree marketing campaign aimed at raising awareness, and online sales at Walmart will help increase its visibility. Tessier and Lightfoot declined to discuss sales, but Tessier said: "We have high hopes that it will do very, very well."

Editor ✎Estella/

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