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E-Commerce, Retail

Walmart Closes Hayneedle and Consolidates Allswell Operations under Walmart.com

Online home furnishings brand Hayneedle has been closed by Walmart and its Allswell, a direct-to-consumer mattress label, has been consolidated under Walmart.com.

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OMAHA, Neb. -- Walmart is shuttering its direct-to-consumer home furnishings e-commerce platform Hayneedle.com, and is consolidating the Allswell online mattress label under the Walmart.com canopy.

The company told RugNews.com that "there were less than 40 associates impacted by the Hayneedle.com closure and Allswell’s migration to Walmart.com." Hayneedle, which used to have a headquarters in Omaha, had employees working remotely since the pandemic, the spokesperson said, noting: "We are offering help and support for associates to look at new opportunities and we are providing severance for eligible associates."

Hayneedle joined Walmart as a subsidiary of its Jet.com acquisition in 2016, operating as a standalone website and seller on the company's Walmart Marketplace. "Our e-tailer strategy then was to leverage our acquired brands across stores, e-commerce and direct-to-consumer to expand our assortment and expertise in specialty product areas," the spokesperson stated. "Now, Walmart.com has grown to hundreds of millions of items and our omnichannel strategy has evolved to offer a broader assortment of products and brands."

Customers who land on the Hayneedle.com site will be redirected to Walmart.com to shop a curated assortment of’ favorite Hayneedle products at Walmart.com/hayneedle. The vast majority of Hayneedle’s assortment will be available on Walmart.com through the Walmart Marketplace. Many of the suppliers for Hayneedle already have product on the Walmart Marketplace. The remaining majority of the Hayneedle assortment will start migrating to the Walmart Marketplace.

Allswell, incubated by Walmart, was launched in 2018 as a mattress-in-the-box direct-to-consumer website. "We will continue to sell the popular Allswell brand, incubated by Walmart, at Walmart.com and Walmart stores as we have been, but we will no longer operate a separate DTC website," the spokesperson stated.

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