Walmart Gets Exclusive Hair 'Edit'

Walmart expanded its partnership with global media and organization company The Home Edit and its founders Joanna Teplin and Clea Shearer this summer to roll out a collection of hair accessories and beauty storage products. New The Home Edit SKUs comprise headbands, scrunchies and clips in a variety of bright colors and patterns, and hair storage SKUs, such as a headband organizer and a clear bin with a slider tray. The items range in price from $4.97 (for a two-count scrunchie pack) to $21.98 (for a hair tool bin). The collection is a nod to Teplin, who sports a headband in most episodes of the Netflix series she and Shearer star in called "Get Organized with The Home Edit." In stores, the new SKUs are stocked on a dedicated endcap display plugging the Netflix series and the collection's exclusivity at the retailer. A carousel ad within Walmart.com supports the launch. The Home Edit was founded by Shearer and Teplin in 2015 and has since grown with a show on Netflix (see video below) and a line of storage and organizing solutions sold at retailers, including The Container Store, and via direct-to-consumer site TheHomeEdit.com. The company was acquired by Hello Sunshine/Candle Media earlier this year. The arrival of the hair accessories and storage marks the second time this year Walmart has partnered with The Home Edit. Recognizing more shoppers were spending time at home and investing in home organization, Walmart kicked off the year by rolling out an exclusive collection from the brand. The inaugural collection included: Four organizing starter packs, or “Edits,” which are organization solutions for specific rooms in the home, like the pantry, bathroom and laundry room, as well as a multi-purpose pack that can be used for multiple areas of the home. A variety of other items and packs, including an ornament organizer for holiday stowing, stackable bins and risers. Additionally, a brand showcase within Walmart.com plugs SKUs from The Home Edit.

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