Walmart is entering a deal to sell Lord & Taylor goods online, the Wall Street Journal reported.
The move is part of a plan to create an "online mall."
Walmart is locked in a bitter battle with Amazon as it moves online.
As Walmart seeks to broaden its assortment to better compete with Amazon, deals with other retailers have become a big part of its strategy.
The latest, according to a new report in the Wall Street Journal, is a new deal with department store Lord & Taylor. It includes a plan to sell the department store's goods in a dedicated area on Walmart.com, creating an "online mall" full of high-end designer brands for shoppers to browse.
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Lord & Taylor is a higher-end department store, which aligns with Walmart e-commerce head Marc Lore's goal of pulling the Walmart.com experience upscale with more premium products, as Lore stated in his speech on Walmart's investor's day.
Still, the designer brands that Lord & Taylor carries seem like a big jump for the average Walmart.com customer, which would signify a major shift in broadening online assortment if the deal were to happen.
Walmart-owned Jet.com is also moving upscale, and it will soon begin selling products from fellow Walmart brands Bonobos and ModCloth. Jet targets a more urban, millennial consumer, however, while Lord & Taylor's bread and butter is a little older and more suburban.
RELATED: 7 shock-worthy facts about Amazon
7 shock-worthy facts about Amazon
7 shock-worthy facts about Amazon
7.5 percent of Seattle's working-age population are Amazon employees
Amazon has more than 300,000 employees worldwide, and 40,000 in Seattle alone.
As a portion of the city's working-age population — roughly 528,000 — that comes out to 7.5% of the city working at Amazon.
For perspective, if the same portion of New York City's adults worked for one company, that company would have about 488,000 locals on staff.
Amazon accounts for 43% of all online sales
Amazon used to be a way to buy books online; today, it's the default buying site for just about everything, especially for people who have Amazon Prime.
An analysis by Slice Intelligence released in February found that 43% of all US online retail sales were done through Amazon in 2016.
That's up from 33% in 2015 and 25% in 2012.
1 out of every 4 US adults has Amazon Prime.
Speaking of Amazon Prime, the company now counts approximately 63 million people among its subscriber base, or about 25% of the total US adult population.
That number may underestimate the true coverage, however, since it doesn't account for multiple adults in one household all sharing the same Prime account.
Amazon ships 1.6 million packages a day
Amazon fulfillment is a beast of its own.
A report from 2013 (the latest year for which data are available) found Amazon shipped 608 million packages that year, or 1.6 million packages a day.
As of 2015, Amazon estimated its fulfillment centers were within 20 miles of 31% of the US population, and within 20 miles of 50-65% of its core, same-day-accessible market.
That's enough cardboard to span all of West Virginia
The move would also signify a major rethink by brands like Lord & Taylor that are trying to compete with Amazon online as store traffic sags. Previously reluctant to team up with Walmart due to its heavy-discounting reputation, the brands are now seeming to take on a "the enemy of my enemy is my friend" approach.
Walmart is now hoping to be seen as "the clear number two in the space," an anonymous source told the WSJ.