Walmart Just Acquired One of Our Favorite Online Retailers and Customers Are Not Happy

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Walmart announced in a press release published Friday that they have recently acquired trendy online retailer, ModCloth as part of a big push to market through smaller online brands and take on Amazon.

ModCloth and Walmart declined to specify the price on the deal, but said it was in the same range as its previous two purchases of online businesses that ranged between $51 million to $70 million.

ModCloth will continue to operate as a stand-alone online merchant and complementary brand to its other e-commerce sites. Independent designers who currently sell on ModCloth’s site, will gain the opportunity to expand their reach as per the release.

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As Amazon takes on new heights to attract customers in a depleting retail market, Walmart is working hard to attract younger and more affluent shoppers. However, winning over ModCloth’s devoted customers and fans of its vintage-inspired patterned dresses, inclusive sizing and community feel, may be a challenge.

Modcloth, which opened in 2002, has always branded itself as a hip, quirky, independent retailer for smart, bookish girls with feminist ideals. While the owner, Susan Gregg Koner took to Facebook to share her excitement, many grew expressed their disappointment, asking how it can still empower, celebrate and inspire women when owned by a company that doesn’t value workers.


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Tania Hussain |

Tania Hussain is a native of Toronto and a Hoosier at heart, studying journalism at Ball State University in Indiana. She has a mad love for fine cheese, film, music, and meeting people upon her many travels. When Tania’s not writing at Womanista, she can be found going for long nature runs, rooting for the Indianapolis Colts and St. Louis Cardinals, photographing sights and food, or writing for her online magazine, The Hudsucker. She is also a member of the Indy-based, Society of Professional Journalists—one of the oldest organizations in the U.S. that promotes and represents journalists.