Walmart Stays Inclusive with 'Queer Eye'

Patrycja Malinowska
Director, Member Content, P2PI
Patrycja Malinowska profile picture

Walmart has tapped the team behind hit Netflix reality makeover show Queer Eye for an exclusive collection of home furniture.

Created in partnership with show owners, Scout Productions, and produced by Montreal, Canada-based Dorel Home, the online-only lineup of industrial-modern home pieces includes daybeds, accent chairs, desks, dressers, bookcases and bar stools in various colors and materials spanning velvet, faux leather, linen, oak wood and black metal. Multiple media outlets promoting the collection report a total of 80 items priced between $70 and $599, though just 37 products are currently showing up on the collection’s dedicated shop.

The shop depicts the item in home settings capturing the Queer Eye style. Individual product pages give customers the option of shopping coordinated looks and are enhanced with 360-degree product views as well as videos touting various product attributes. Multiple ad placements throughout – including a home page carousel ad, display ads and a drop-down category menu ad – have linked to the shop, with the show’s co-hosts serving as brand ambassadors. Social media activity supports.­­

"Our goal is to always help people be the best version of themselves. This collection brings that same notion home, with pieces that speak to who you are and how you feel," the Queer Eye team writes on the shop.

In every Queer Eye episode, co-hosts Bobby Berk (known as the interior design pro), Antoni Porowski (culinary specialist), Jonathan Van Ness (grooming consultant), Karamo Brown (culture expert) and Tan France (fashion advisor) give one deserving person a dramatic makeover. A reboot of early 2000s Bravo series Queer Eye for the Straight GuyQueer Eye has cut extensive deals with retailers such as West Elm, boosting the current co-hosts into the licensing limelight. Berk recently also partnered with Lowe’s to curate a series of backyard collections, and has worked on exclusive content with Target.

The launch of Walmart’s Queer Eye collection comes on the heels of the release of the show’s fifth season on June 5, and follows the U.S. observation of June as “Pride Month.” Walmart began tying in to the occasion in 2018, when it also teamed up with comedian and talk show host Ellen DeGeneres to introduce an inclusive fashion line. The retailer annually corrals rainbow-colored products across categories spanning apparel, jewelry, accessories, home decor, party supplies and beauty in a dedicated Pride Month online shop, and shows its support for inclusivity across its social media accounts.

This year, Mars Inc.’s Skittles also boosted Walmart’s inclusive merchandising strategy in stores with the arrival of its colorless “pride pack” illustrating that “only one rainbow matters” during Pride Month. The limited-edition packs were available for purchase at CVS Pharmacy and select Walmart stores, with one dollar from each purchase (up to $100,000) slated for leading LGBTQ+ media advocacy group GLAAD. Home page carousel ads spotted on in June plugged the Pride Month shop and Skittles' pride pack, respectively.