Walmart (NYSE:WMT) said Thursday that it will acquire virtual fitting room start-up Zeekit, as it makes a push into fashion and caters to customers shopping for clothes online.
Financial terms of the deal were not disclosed. The retailer declined an interview, citing the quiet period ahead of reporting its first-quarter earnings on Tuesday.
In a post on the company’s website, Walmart U.S.’s executive vice president of apparel and private brands Denise Incandela said customers will be able to use the feature to try on items from both Walmart’s private labels and the national brands it carries, such as Free People, Champion and Levi Strauss & Co. (NYSE:LEVI)
When the technology launches on Walmart’s website, customers will be able to upload photos of themselves or choose from different models that represent their height, shape and skin tone. The technology will show how the clothing would fit and resemble the experience they have at a store. They can also enlist a friend’s help in deciding on a purchase by sharing the virtual outfit and getting an opinion.
By acquiring the start-up, Walmart is hoping to improve the customer experience and make online shopping more social.
Walmart is the world’s largest retailer, but it is better known for selling groceries, basic tees and household items rather than fashion-forward apparel. Over the years, however, it has sought to raise its profile by buying clothing companies with a following, including menswear retailer Bonobos, women’s brand ModCloth and plus-sized brand Eloquii.
WMT shares gained 24 cents to $136.18.