Walmart Gives New Life To Scoop Brand With Relaunch


To build itself as a larger destination for fashion, Walmart has obtained the rights to the Scoop name and is bringing back the brand. The company is relaunching the Scoop NYC brand in some of its brick-and-mortar locations and on its website, CNBC reported.

“We’ve been focused on establishing Walmart as a destination for fashion — a place where our customers can discover stylish items that are accessible,” the head of Walmart’s fashion business, Denise Incandela, said in a web post. “Adding Scoop to our portfolio makes it that much easier for our customers to look and feel their best.”

According to the news outlet, the retailer said that Stefani Greenfield, Scoop founder, has also had a role in the design process. Walmart will sell over 100 pieces in sizes that are inclusive. Prices will run for $15 for a Scoop graphic tee to $65 for a coat. The pieces will use materials such as vegan leather and faux fur, with selections including clothes, handbags and footwear.

Scoop closed all 16 of its stores three years ago in New York City, despite fame gained from its logo appearing in “Sex and the City” episodes as well as on the arms of fashion influencers. Its liquidation was the conclusion of Scoop’s two decades in business, having  “became a victim of rising rents in the city,” the report said.

Scoop becomes a part of the growing portfolio of Walmart’s partnerships and fashion labels. Last year, news surfaced that the retailer was teaming up with Ellen DeGeneres. The move comes as the retailer sought to grow its presence in the apparel space and expand its market share for clothing.

The new EV1 fashion brand would consist of approximately 60 different products per reports at the time. The selection would include T-shirts that display quotes from Ellen, denim, footwear and accessories, and will also encompass items that are added seasonally.