Walmart is revamping its approach to merchandising with the formation of a new Style Strategic Business Unit, which brings together its fashion, home, and beauty divisions. This decision comes nearly 20 years after its previous major merchandising initiative known as “Project Impact”.
Merger of Key Divisions
The restructuring was announced in a memo sent by Walmart’s chief merchant, Julie Barber. Denise Incandela, who has been leading Walmart’s fashion division at the executive vice president level, will now oversee the integrated unit. Incandela joined Walmart’s e-commerce fashion strategy team almost ten years ago after leaving her role at Aerosoles.
Building on Past Initiatives
Walmart’s past efforts to elevate its merchandising have included the creation of a merchandising execution team in 2010, still under the sway of Project Impact. Although the project was eventually discontinued, Walmart pursued acquisitions of direct-to-consumer brands such as Bonobos and Moosejaw, which it ultimately sold. Incandela’s 2017 partnership announcement with Lord & Taylor marked a shift towards high-end e-commerce offerings and led to a private-label revamp in the apparel sector in 2018.
Strategic Restructuring
The new organisational framework for Walmart is aimed at inspiring customers and keeping relevant trends and solutions at the forefront, whether in-store or online. Julie Barber emphasised that succeeding in the style category requires a new operational model, and this reorganisation reflects that need.
Significant internal changes include hiring a senior vice president of fashion merchandising and reallocating existing talent. Laura Janney will now oversee women’s, intimates, and men’s categories, while Jessica Schaff collaborates closely under the new leadership. Entertainment, toys, seasonal, and hardlines departments, managed by Kaitlyn Shadiow, will join the Style unit.
Further team adjustments involve beauty merchandising led by Vinima Shekhar joining from consumables, and Leslie Leonard taking a key role in merchandising execution. The home product development team, directed by Christine Solley-Kane, will become part of the Style Private Brands, now under Jen Jackson Brown. Lauren Pakan will continue her role in business development within the leadership team.
Barber asserts that the restructuring aims to consolidate talents and capabilities, fostering momentum in their style and trend sector aspirations, aligning with the company’s merchandising goals to create beloved customer experiences.
Reporting based on coverage first published by retaildive.com.