Walmart Teams Up With Kidbox on a Styling Subscription Service for Kids

Up to 6 annual boxes keep children on trend

The clothing comes from 120 brands like BCBG, Butter Super Soft, C&C California and Puma. Walmart
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Walmart is partnering with curated children’s clothing startup Kidbox to enable customers to order up to six boxes each year that are personalized for children based on their characteristics, as well as season and location.

Each box costs $98 and comes with six to seven items. Customers have seven days to decide what they want to keep. Shipping is free and Kidbox says returns are “easy.” And while customers can send back whatever they don’t want, Kidbox incentivizes parents to keep it all by “[donating] new clothes to a child in need” for every full box they retain. (Walmart also offers an “exclusive price” of $48 for four to five items.)

Walmart says parents can schedule delivery on demand or sign up for automatic shipments.

To order, customers take a quiz, which includes details like gender, name, age, size and style—options for a six-year-old boy include “sporty athletic,” “classic preppy,” “modern casual” and “city cool.” Then the users chooses what they like from a selection of sample outfits and selects styles to avoid, like tight fit, big brand logos or button-downs.

The quiz also asks for what kind of clothes the child needs—like school clothes, trendy clothes or athletic clothes—as well as where consumers usually shop, including Gap, Macy’s, Kohl’s, Old Navy, Target, Nordstrom, Crewcuts, Zara and Walmart. And, finally, the shopper tells Walmart/Kidbox about the child’s personality, using words like “shy,” “silly,” “bookworm” or “active.”

According to a press release, the clothing comes from 120 brands like BCBG, Butter Super Soft, C&C California and Puma.

“Over the last year, we have significantly expanded our portfolio of kids’ fashion brands as part of our broader effort to establish Walmart.com as a destination for fashion,” said Denise Incandela, head of fashion at Walmart U.S. ecommerce, in a statement. “Our partnership with Kidbox enables us to round out our offering with additional national and premium kids’ brands.”

This expanded offering includes more than 100 brands, like Betsey Johnson, Kapital K, Levi’s, Limited Too and The Children’s Place, along with extended sizing in its private label brands for kids online and in its stores. (It has also partnered with department store Lord & Taylor to give customers access to higher-end brands.)

Naturally, Amazon has an iron in the fire, too. It rolled out a similar service called Prime Wardrobe in June 2018 that allows customers to order clothes, shoes and accessories online, try them on at home and send back what they don’t want within seven days. While not curated or subscription-based, it includes brands for children and adults.


@lisalacy lisa.lacy@adweek.com Lisa Lacy is a senior writer at Adweek, where she focuses on retail and the growing reach of Amazon.
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