Courtesy of Walmart and The Home Edit
- Walmart is teaming up with The Home Edit for a new product line that drops today.
- Insider interviewed Walmart executive Anthony Soohoo about the collaboration.
- Soohoo told Insider that Walmart is operating with a “Netflix programming mentality.”
Spending on the home has spiked throughout the pandemic, and now Walmart is betting that its shoppers are looking for tools to better organize all that new stuff.
The retail giant is kicking off 2022 by partnering with the stars of Netflix’s “Get Organized with The Home Edit,” a reality show starring professional home organizers Clea Shearer and Joanna Teplin. Products from the new launch will drop online and in stores today.
The Home Edit is an organizing firm founded by Shearer and Teplin. Their Netflix series, which premiered in September 2020, has featured celebrity guests like Reese Witherspoon, Eva Longoria, Retta, and Neil Patrick Harris.
Insider interviewed Shearer and Teplin, and also exclusively spoke with Anthony Soohoo, the executive vice president of Walmart’s home division. Soohoo cited a Walmart consumer survey that found that 70% of respondents said they didn’t “know where to start when it comes to organizing their homes.” Soohoo said that the collaboration was built around the idea that the organizational tools “needed to be easy” to use and tied to specific rooms.
“Our customers can take these solutions and be able to organize their home in a way that adapts to the way they live,” Soohoo told Insider.
In a blog post, Soohoo wrote that this latest partnership is a part of Walmart’s push to “aggressively” add to its “portfolio with brands that our customers know and trust to bring exclusive and elevated product lines.” Most recently, the retail giant teamed up with Gap Home for a line of bedding, bath, and home décor in May 2021.
“As merchants, one of the most important things for us to do is to be content programmers — there’s a bit of a Netflix programming mentality,” Soohoo told Insider. “So we do like the idea of having exclusivity and having items that you can only find at Walmart. We get to partner closely with brands to build the items that the customer wants.”
Soohoo, Shearer, and Teplin all said that the new line was created with value in mind. The Home Edit’s Walmart collection ranges in price from $9.98 to $24.98, and features four “Edits,” or organizing “starter packs.” These “Edits” are designed specifically for pantries, bathrooms, and laundry rooms, as well as a “multi-purpose pack” that can be used in several different rooms.
“It’s really a dream come true to be working with Walmart,” Shearer told Insider. “One of our biggest goals at The Home Edit is making sure we democratize organization as much as possible.”
The Home Edit founders said that the first phone call with Walmart happened toward the start of 2021, and that the partnership has proceeded swiftly from there. They said that their Netflix show captured the increasing importance of home organization.
“I think everyone was slowly going mildly insane in their own spaces,” Teplin said. “Being organized has become a necessity.”
Throughout the pandemic, spending on the home has boomed, as consumers have strived to make their spaces comfortable and Instagram-friendly. Meanwhile, many Americans have also sought to revamp their rooms to better facilitate working and schooling from home. And Shearer and Teplin said that it’s possible that more “Edits” will launch down the line.
“This is just the beginning,” Teplin said. “We’re so excited to get these items in everyone’s hands.”
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