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Direct-to-Consumer

Walmart Sells Menswear Brand Bonobos

The deal is the latest sign that Walmart’s efforts to move into the DTC sector has fallen short.
Walmart sold Bonobos to WHR Global and Express for $75 million, below the $300 million it paid for the DTC brand in 2017.
Walmart sold Bonobos to WHP Global and Express for $75 million, below the $310 million it paid for the DTC brand in 2017. (Getty Images)
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Walmart is selling direct-to-consumer menswear brand Bonobos to EXPR, which owns mall retailer Express, and brand management firm WHP Global for $75 million. WHP Global will acquire Bonobos outright, with Express taking control of the menswear brand’s operating assets.

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Further Reading

Why Acquiring a Hot DTC Brand Rarely Lives Up to Its Promise

Victoria’s Secret acquired e-commerce brand Adore Me this week, in what’s likely to be the first of many deals between strategics and fast-growing start-ups. But if history is any guide, there’s no guarantee that Adore Me will help usher Victoria’s Secret into the future.

The Direct-to-Consumer Reckoning

For fashion start-ups, raising money and growing sales came easily. But with costs rising and profits elusive, securing a happy ending for investors is proving much harder.

About the author
Malique Morris
Malique Morris

Malique Morris is Senior E-Commerce Correspondent at The Business of Fashion. He is based in New York and covers digital-native brands and shifts in the online shopping industry.

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