Walmart to Launch Digital Beauty Boutique

A look from Walmart's new Time and Tru collection.
A look from Walmart's new Time and Tru collection.

Walmart will be launching new, higher-end brands in an effort to up its online presence, reports CNBC.

Among these will be Co Squared, a digital beauty brand which will operate through its own website. According to the Washington Post, the company is in talks with model Coco Rocha to serve as the line’s face.

Related: How Walmart Plans to Up Its E-Commerce Profit

Along with three new apparel lines (including Time and Tru for women, plus-sized Terra & Sky and Wonder Nation for children) and mattress and bedding line Allswell—which will be sold exclusively at—the company is also revamping the existing George brand.

The company is currently redesigning its website, giving it a home goods and fashion focus and including merchandise from Lord & Taylor.

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