Walmart is advancing several initiatives across its retail operations, including the launch of a new outdoor entertaining collection from designer Sheila Bridges, expansion of its drone delivery program and new marketing efforts at Sam’s Club.
The 14-piece outdoor entertaining lineup (pictured above) is available online only at Walmart.com/SheilaBridges, the company indicated. The collection is the most accessible price point for Bridges’ Harlem Toile de Jouy designs to date, with each piece priced below $20, and it rolls out in time for summer gatherings and celebrations, Walmart stated.
In recognition of the nation’s 250th anniversary, the collection incorporates imagery such as Independence Hall on serving platters and dinner plates, as well as Benjamin Franklin featured on cake stands, all rendered in Bridges’ signature style.
Inspired by the casual gingham patterns Bridges grew up with, the collection places color and pattern at its center.
The collection also includes oven mitts, placemats, pitchers, serving trays, tumblers and ice buckets.
“I grew up in Philadelphia, where history is built into the streets and summers meant gathering with family, friends and neighbors of all different generations,” Bridges said. “That’s the spirit behind every piece in this collection. Making my designs accessible to everyone has always been the goal, and partnering with Walmart made that possible in a way that no other retailer could have. I’m thrilled by the quality we were able to achieve at this price point, and this partnership means that the kind of thoughtful, beautifully crafted design I’ve always stood for can now live in all homes, regardless of budget. Seeing that vision come to life in this way has been extremely exciting for me.”
Joey Huerta, vice president, home merchandising, Walmart U.S., added, “Bringing Sheila Bridges’ distinctive perspective to this collection, which is exclusive to Walmart customers, reflects our ongoing commitment to offering stylish and coveted home products at incredible prices. The Philadelphia Collection is everything we love about a great design collaboration: It makes the unique and collectible entertaining pieces that Sheila is known for accessible to everyone.”
Beyond its latest home assortment initiative, Walmart announced it had surpassed a major logistics milestone, exceeding 1 million drone deliveries, with 40% of those occurring in the first quarter of its current fiscal year. What began as a pilot program has expanded rapidly as Walmart works to deliver everyday essentials faster.
At the same time, Walmart pointed out that it has expanded 30-minute-or-less delivery to 33 U.S. markets.
Separately, Sam’s Club is launching a marketing campaign featuring actor Jason Sudeikis designed to attract new members. In the campaign, IndyCar Series driver Kyle Kirkwood and soccer stars Alex Morgan and Trinity Rodman will join Sudeikis to celebrate fandoms this summer.
The Come Join Us campaign will complement a move by the retailer to update its branding with a new logo, typeface and other visual identity components that it will use across all digital and in-club touchpoints. The branding update comes as Sam’s Club continues its broader growth strategy, which includes remodeling existing clubs and opening new locations in the coming years.
