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Walmart and Moosejaw launch two new accessible outdoor brands

May 18, 2020

As more consumers seek to escape the stress of Covid-19 quarantine in the solitude of the outdoors, Walmart and online outdoor retail company Moosejaw have partnered to launch two new affordable outdoor lines. Last week, the companies unveiled Lithic, a camping and backpacking gear brand, and Allforth, an outdoor apparel brand, both designed by Moosejaw with a focus on affordability and inclusivity, in order to encourage more consumers to enjoy the outdoors.

Lithic's product range of tents, sleeping bags, packs and cookware are available on Walmart.com, Moosejaw.com and in Moosejaw stores, in addition to being piloted in 50 Walmart stores. Prices range from $25 to $149, a markedly lower price range compared to camping gear from many popular outdoor brands. For example, the average backpacking tent sold on Rei's online platform is priced above $200, while Lithic's range of tents are priced from $88 for a one-person tent to $149 for a three-person tent. 

Allforth, available exclusively on Walmart.com, carries men’s and women’s outdoor shirts, pants and shorts in an inclusive size range, spanning from S to 3XL in men’s and XS to XXL in women's. Prices range from $14.95 to $34.95. According to industry reports, similar outdoor gear and clothing typically costs 50% to 100% more.

“The outdoor industry will not grow without attracting a more diverse customer base, and diversity will not happen without inclusivity,” said Eoin Comerford, CEO of Moosejaw, in a statement posted on LinkedIn.

“This step is just one of many that we must take as an industry to be more inclusive to people of all ethnicities, genders, sizes and economic backgrounds. Offering apparel and gear at more approachable price points can pave the way for a lifelong love of the outdoors. It is hard to ignore that during the past weeks, we have seen an entirely new group of consumers discover the outdoor experience for the first time. It is our job to keep this consumer engaged for the long haul.”

Moosejaw currently carries over 500 brands, and operates 12 physical stores. The company was purchased by Walmart in 2017 for $51 million. 

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