Walmart reimagines once-defunct Scoop as private label fashion line

Dive Brief:

Walmart has brought the Scoop brand back as a private fashion apparel line.
The defunct boutique retailer has its name on more than 100 products with prices ranging from $15 for a T-shirt to $65 for a coat, according to a blog post from Walmart's e-commerce head of fashion Denise Incandela. Items are currently available online at Walmart's website.
Incandela said Scoop-branded items would come to Walmart stores early next year.

Dive Insight:

Scoop joins 150 other fashion brands at Walmart and 600 total brands that Incandela described as an effort to make Walmart "a destination where customers can discover quality, on-trend fashion — no matter their style or budget."

In this case, Incandela said she was directly involved in the launch of Scoop as a Walmart brand, working with Scoop's founder Stefani Greenfield. The Walmart executive touted the revived brand's "elevated details that typically come at a more premium price," like vegan leather and double needle-top stitching.

At the time Scoop closed its stores three years ago, it was known for curated merchandise from designer labels like Missoni, Mason by Michelle Mason, Alice + Olivia and Rag & Bone.

The 1996-founded company ultimately faced retail competition from those very brands as they opened their own storefronts or were featured at department stores. Scoop tried to capitalize on fandom for its brand by expanding its own private label products, which grew even when it fell on hard times.

Walmart's launch of Scoop as its own label joins a broader apparel push by the retailer. Last year, it launched new private lines for women, men and kids meant to elevate the company's apparel category and boost its value offering. Along with value offerings, the company's e-commerce unit has added hip, higher priced online-only brands like Bonobos and ModCloth.

Walmart has good reason to be active in the space. Both Target and Amazon have launched dozens of new private and exclusive apparel lines between them in recent years. Walmart once ruled as the No. 1 apparel seller, but last year faced dethroning from Amazon.