Moosejaw, in collaboration with Walmart, is introducing two gear and apparel lines, Lithic and Allforth. The brands mark the first product collaboration between the two companies since Walmart acquired Moosejaw in 2017.
According to a statement, Lithic and Allforth “showcase enthusiast-grade performance and quality at affordable price points.” Lithic is a backpacking and hiking equipment brand that includes tents, sleeping bags, packs and cookware. Allforth is an outdoor apparel brand that includes men’s and women’s hiking shirts, pants, and shorts in regular and extended sizes.
Lithic is available on Moosejaw.com and Walmart.com, in Moosejaw stores and a pilot of 50 Walmart stores. Allforth is available on Walmart.com. Designed with accessibility as a priority, price points range from $13 to $140. Moosejaw said similarly featured backpacking and hiking gear and clothing typically costs 50 percent to 100 percent more.
“The outdoor industry will not grow without attracting a more diverse customer base, and diversity will not happen without inclusivity,” said Eoin Comerford, CEO of Moosejaw. “This step is just one of many that we must take as an industry to be more inclusive to people of all ethnicities, genders, sizes and economic backgrounds. Offering apparel and gear at more approachable price points can pave the way for a lifelong love of the outdoors. It is hard to ignore that during the past weeks, we have seen an entirely new group of consumers discover the outdoor experience for the first time. It is our job to keep this consumer engaged for the long haul.”
Lithic and Allforth are designed by Moosejaw designers, experienced outdoor enthusiasts who can leverage the strength of the Walmart supply chain to provide its customers access to outdoor brands at affordable prices.
Lithic Gear includes lightweight tents, down and synthetic sleeping bags, all-in-one stoves and cook sets, and technical day-packs and multi-day backpacking packs.
Allforth Clothing features 15 backpacking-friendly styles, including pants, shorts, T-shirts and shirts designed with performance fabrics, technologies, and features. Technical features include two-way stretch, zip-off pant legs, breathable and water-wicking fabrics, vented shirts, and cleverly positioned pockets. Available in men’s sizes S to 3XL and women’s sizes XS to XXL.
“The majority of Lithic and Allforth customers have never walked into their local gear store or visited a specialty website,” continued Comerford. “Yet, they do visit Walmart.com or shop their local Walmart. That is where we will introduce them to our products and our outdoor activities. Lithic and Allforth present ideal entry points for people new to the outdoors because of the price points, ease of use, inclusive sizing and easily understood product descriptions. The brands will also be very attractive to a seasoned backpacker conscious of keeping costs down while updating his or her gear to the latest features and fabrics.”
Moosejaw carries more than 500 brands on its website and in its 12 stores in the U.S. Walmart’s outdoor roots date back to its Founder Sam Walton. Today, the retailer is engaged in numerous outdoor-oriented initiatives including support for Acres for America that has protected 1.4 million acres, and Project Gigaton aimed at removing a gigaton of greenhouse gases from Walmart’s supply chain.
Photo courtesy Lithic