Tapping Moosejaw's expertise, the discount department chain is introducing premium outdoor products to its customers. Nearly 50 brands—Craghoppers, Jack Wolfskin, KLYMIT, Tentsile, and others—are now available for purchase online only.
The curated store comes more than a year after Walmart acquired the quirky Michigan-based retailer for $51 million, choosing to let it operate as a standalone brand.
One of the benefits of the collaboration familiarizing Walmart customers to Moosejaw-branded apparel and gear, plus the retailer's goofy Test Lab Videos and an under-construction endeavor testing how virtual reality could enhance the outdoor shopping experience.
The new premium assortment—tents from $159 to $650, sleeping bags from $99 to $220, and packs from $45 to $350—is expected to complement the everyday camping inventory currently available on Walmart.com.
"So why not just call it the Moosejaw Store?" Comerford wrote. "The goal is to provide a destination for outdoor enthusiasts where Moosejaw pulls the best outdoor brands from many sources. While much of the existing assortment on the Premium Outdoor Store will be fulfilled by Moosejaw, we plan to broaden the assortment over time to potentially include products from other specialty outdoor retailers and from other outdoor brands. That’s why we used a fancy word like 'curated.'"
Walmart customers wanting outdoor gear a step up in price and quality from the normal discounted variety can now purchase it from a place they're already familiar with.