Walmart is leaning into its high-profile partnerships in high-growth categories. Beautiful Kitchenware is the latest collaboration between Walmart and actress Drew Barrymore, whose Flower Home and Flower cosmetics were released in Walmart stores in 2019 and 2013, respectively. The Beautiful Kitchenware line, developed by Barrymore and Made by Gather, features a touchscreen air fryer, blender, and coffee maker, among other kitchen appliances. Products from the collection will be available in Walmart stores nationwide on April 19.
Walmart's goal with this partnership may be to strengthen its relationship with the actress and at the same time tap into a category that is enjoying a tremendous amount of growth during the pandemic.