Walmart is becoming a haven for more emerging, premium brands

Walmart has evolved beyond its reputation as a low-cost retailer into one that gives brands that have started online, are new to physical retail, or sit at higher price points the opportunity to scale throughout the U.S.

The company has been working for many years to expand its assortment of emerging brands, including organic and natural products and luxury beauty products. In 2022, it began its Walmart Start accelerator program for emerging beauty brands entering stores for the first time, similar to other programs from retailers such as Sally Beauty, Ulta and Target. Through such efforts, Walmart today has cemented itself as a hub for more emerging brands, as well as those offering more expensive products geared toward a higher-income shopper — think collagen water or $12 lemon-lavender toothpaste.

Founders and other leaders at four different brands Modern Retail spoke with said they like the exposure and reach Walmart can provide. In addition, they said it has gotten better at recruiting digitally native brands or those in new categories relevant to higher-income shoppers.

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