Customers leave Wal-Mart as a machine pushes shopping carts back to the store in Cheektowaga, N.Y. Wal-Mart Stores stores will be phasing out selling Amazon.com's Kindle tablet and e-readers, the world's largest retailer said Thursday, Sept. 20, 2012Wal-Mart Stores-Kindle, CHEEKTOWAGA, USA

Walmart U.S. e-commerce has acquired Bare Necessities, the largest online specialty retailer of intimate apparel, the company said Friday. The brand will join the portfolio of Walmart e-commerce labels.

Noah Wrubel, Bare Necessities‘ co-founder chief executive officer, will join Walmart and lead the intimates category for walmart.com and jet.com, while continuing to operate Bare Necessities as ceo of the company. Bill Richardson, co-founder and chief operating officer of Bare Necessities, along with the company’s team will join Walmart U.S. e-commerce.

Bare Necessities, which was founded in 1998, offers more than 100,000 sku’s from more than 160 brands, including an extensive assortment of bras, swimwear, shapewear and sleepwear. Intimates, a category that has been aggressively growing online, has complex sizing and highly specialized products. Bare Necessities will bring deep category expertise, a content offering designed to educate intimates shoppers, as well as strong brand relationships and operational capabilities, Walmart said.

The Bentonville, Ark.-based retailer has been re-inventing its e-commerce business with digital native vertical brands such as Bonobos and Modcloth, and premium brands such as Lord & Taylor. Walmart.com recently launched EV1 by Ellen DeGeneres and acquired Eloqui. Walmart.com earlier this year relaunched its web site with cleaner graphics, elevated photography and an overall more sophisticated look, while introducing content to “inspire” consumers.

Terms of the deal were not disclosed.  For more, see WWD.com.

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