Walmart’s ‘Code Eight’ Becomes ‘Jetblack’

Walmart’s personal shopping venture has a new name: After a rebranding, the company’s Code Eight effort is now known as Jetblack. Those who visit the startup’s website see a landing page that reads, “Nice work, you found us!” Recode reported.

As the service is still in beta in Manhattan, visitors can request early access, and those who have received an invite can use a personalized link sent through text message. A Walmart spokesperson did not offer a comment on service to Recode. Though there are not many details available about the service, job listings call it a “members-only personal shopping and concierge service that combines the convenience of eCommerce with the customized attention of a personal assistant.”

In December, Code Eight started testing a personal shopping service for “busy NYC moms.” According to news from Recode, the target customer of Code Eight is described in an online job listing as a “high net worth urban consumer.”

The personal shopping service — focused on items in health & beauty, household essentials and the apparel/accessories categories — allows users to order products simply by texting a photo of them. Customers can also message a general request for a type of product they need and leave it up to the service to pick the specific item for them.

It wasn’t known in December if the products will be supplied through Walmart and its subsidiaries or from outside retailers. Household items are delivered for free within 24 hours — other purchases are delivered within two business days. Returns are picked up for free at a customer’s apartment building or house.

Walmart previously announced that Rent the Runway Co-Founder Jennifer Fleiss was heading up Code Eight. Though little has been revealed about the startup, Recode learned in December that the service plans to eventually charge a membership fee (current testers were using it for free at the time).