Walmart unveils e-commerce brand for bedroom

Walmart unveiled an exclusive e-commerce line. (Walmart)

Walmart has invested in a digital-only bedding and mattress brand and just unveiled Allswell, a design-centric home line. This marks the big-box retailer's first homegrown digital brand and is part of an ongoing strategy to build up Walmart's e-commerce offerings.

The startup aims to bring in a more sophisticated shopper and will be led by Arlyn Davich, an entrepreneur with a decade of CEO experience. The debut line offers individual products as well as complete bedding sets, sold on 

RELATED: Walmart dives into VR with acquisition

The product line includes two luxe mattresses, one firm and one softer, and four limited-edition bedding sets, curated by well-known tastemakers and bloggers in interior design. 

"Allswell's target audience is women, and specifically those who are looking for a beautiful and seamless digital experience for crafting a dream bed—from the optimal mattress to a finished look crafted by a celebrity designer," a spokesperson from Walmart told FierceRetail. "However, our products appeal to all shoppers, not just women. This is about offering customers more choice."

RELATED: Walmart puts its associates first

The spokesperson reinforced that the release was part of Walmart's ongoing e-commerce strategy.

"We’ve been focused on not only adding more assortment online but also offering differentiated products that you can only access through our family of e-commerce sites," she said. "It’s important to offer a broad range of products because Walmart serves an expanding base of customers from every demographic across the U.S. We’re committed to serving them in the way they want to shop and giving them access to the products they’re looking for."

Initially, Allswell products will be sold exclusively on But as part of Walmart’s broader strategy, Allswell products will eventually be sold on sister sites including Jet and Hayneedle.