Wal-Mart adds vintage vendor ModCloth to its growing collection of fashion-focused e-commerce sites – Los Angeles Times

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Wal-Mart is getting even more serious about fashion. The retailer is expected to announce Friday that is has bought ModCloth, an e-commerce site known for selling vintage clothing and its own line of apparel in a full range of sizes. The price of the deal was not available and the retailer did not reply to a request for comment.

Wal-Mart has been gaining style cred with a string of e-commerce purchases. The retailer in January bought Shoebuy, an apparel and accessories site for $70 million from IAC. The move was seen as a turning point for Wal-Mart in terms of fashion, and the deal was aimed at Amazon, since Shoebuy is a direct competitor of the Amazon-owned e-tailer Zappos.

Wal-Mart in February followed up its Shoebuy acquisition, paying $51 million for Moosejaw, a web site selling apparel and footwear with an outdoor focus. Hayneedle, a home furnishings and decor e-tailer is also part of Wal-Mart’s stable.

What the deals all have in common is that the e-commerce sites target more affluent shoppers than Wal-Mart’s typical customer. Shoebuy sells 800 brands, some including suede boots for $750 and Baffin parkas for $798.94. Moosejaw sells more than 400 brands such as Patagonia, The North Face, Marmot and Arc’teryx, as well as apparel for yoga, biking, skiing and swimming, among other sports.

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