Grocery giant Walmart is all set to launch its first subscription business, but for kid’s apparel.
Walmart announced on Thursday that it is partnering with Kidbox, a subscription-box company akin to Stitch Fix but focused solely on selling clothes for babies, girls and boys.
Moving forward, Kidbox will be responsible for curating as many as six different boxes each year on Walmart.com. Each box will contain four to five items and will cost $48, 50% off the suggested retail price. Kidbox will curate based on a quiz before placing the order.
The move is not unprecedented as Walmart has already partnered with Lord & Taylor adding premium brands to its website. It has also announced a string of celebrity partnerships for clothing and accessories.
But Walmart has been particularly focused on kid’s brands as it is a way to add more high-end brands to its website to attract rich customers and compete with Amazon.
Overall, kid’s apparel segment is up for exploration as many children’s retailer like Gymboree have filed for bankruptcy and have shut hundreds of stores, so there is a spot open to fill in the void. Other players like Gap have already tested out kids’ subscription boxes, but it ended the effort after a 14-month pilot program. Foot Locker (FL) also recently invested $12.5 million in kids’ clothing company Rockets of Awesome, which offers boxes to parents as a subscription but clothing can also be purchased a la carte.